STRATEGY
The strategy stemmed from a clear choice: to continue talking about freedom. It was time to evolve the narrative so that freedom would cease to be merely an inspirational concept and begin to materialize in Yelum's concrete deliverables on a daily basis.
The guiding principle remained the concept "More than just protecting you, it liberates you," now with a focus on the brand's portfolio and the tangible services associated with each product. More than just communicating protection, the campaign began to highlight how Yelum simplifies daily life, expands possibilities, and delivers experiences that reinforce its proposition of freedom through safe paths. In this way, we strengthened awareness of the portfolio and broadened the perceived value of the brand across different areas of operation.
To gain even more presence and reach, the strategy also included the brand's entry into TikTok, in addition to other digital platforms. The campaign explored creative assets in both rotating ad buys and daily formats, such as TopView and Top Feed, expanding Yelum's presence in an environment where the audience already consumes content, converses, and builds cultural knowledge.
CREATION
More than just communicating brand attributes, we wanted to build a connection.. And we understood that this would only happen if we went beyond the 30-second film. That's when we entered a new, but already powerful territory: the universe of vertical soap operas. An increasingly popular, emotional, and addictive format that sparks immediate identification and creates anticipation with each new chapter.
This is how Caminhos de Liberdade (Paths to Freedom) was born, the first vertical telenovela from a full-service insurance company. We created a story about a father, his two daughters, and a great mystery: the disappearance of his wife. An emotional journey that speaks of choices, family, belonging, and the courage to move forward. And, at the heart of it all, a simple truth: freedom only exists when there is security to live what truly matters.
Instead of interrupting people's attention, we create content designed to earn it. Each episode expands the characters' universe and allows Yelum to appear naturally within the narrative, integrated into real-life challenges: problems on the road, unexpected events at home, and family conflicts. Not as product placement. As part of the story. Because protection, in real life, is also part of everyday life.
To transform the soap opera into a conversation, we featured Hugo Gloss in the launch teaser and activated influencers throughout the campaign, aligning the project with the existing behavior of soap opera fans on social media: discussing theories, sharing emotions, and eagerly awaiting the next episode. In this way, the campaign ceases to be merely content and begins to occupy a cultural space. The entire creative strategy was designed to enhance this construction. While the series deepened connection and retention, the reinforcing pieces in digital media and OOH expanded reach, recurrence, and brand recall, extending the story's universe to different touchpoints.
Ultimately, we didn't just create a campaign to talk about insurance. We created a story to show that those who feel secure are able to live with more freedom. And we did this by using entertainment not as a support, but as the brand's primary language.
