Energy of Evolution: IBP Campaign Highlights How Oil and Gas Are Present in Daily Life and Essential for Brazil’s Future
The Brazilian Petroleum and Gas Institute (IBP) has launched the second phase of its “Energy of Evolution” campaign, developed by the agency InPress Porter Novelli, to show how oil and gas are not only essential sources of energy but also play a vital role in Brazil’s economy and everyday life. Responsible for nearly half of the country’s domestic energy supply, the oil and natural gas industry is far more present in Brazilians’ daily routines than most people realize.
The new phase of the campaign emphasizes the importance of oil and gas as both energy sources and raw materials for countless products, while also highlighting the sector’s contribution to GDP, tax revenues, and job creation.
The initiative also underscores the industry’s commitment to Brazil’s energy evolution, with investments in technological solutions aimed at reducing carbon emissions. At the same time, it positions IBP as a bridge for dialogue between industry, government, and society, fostering the interactions needed to ensure a sustainable, fair, safe, and inclusive energy transition.
“The oil and gas sector should not be seen as an antagonist, but rather as a strategic partner in building a balanced and sustainable energy mix. It is urgent that we debate how to integrate existing resources with new technologies, respecting both current and future energy needs. With the Energy of Evolution campaign, we want to reinforce the continued importance of these sources while promoting a broader exchange of ideas around Brazil’s energy development,” said Roberto Ardenghy, President of IBP.
Figures shared in the campaign illustrate the sector’s relevance: oil and gas account for over 17% of Brazil’s industrial GDP. From 2010 to 2024, the industry contributed more than BRL 3 trillion in taxes and revenues, including over BRL 350 billion in 2023 alone. The sector’s projected investments amount to USD 165 billion in exploration activities, with nearly 400,000 jobs expected to be generated by 2034.
Engaging Younger Audiences
In addition to TV, print, and social media placements, the “Energy of Evolution” campaign will be amplified through a digital strategy focused on science and curiosity-driven content. By showing how oil and gas are present in nearly everything—from a surfer’s board to a runner’s sneakers—the campaign seeks to raise awareness among younger audiences about the industry’s role in Brazil’s energy future.
Watch the campaign video
