Format

Banijay today announced that Stella Artois has commissioned Endemol Shine Brazil to produce a new reality format, known locally as Fora de Rota (Off the Beaten Track).

Hosted by renowned Brazilian chef, Alex Atala, the show will spotlight the hidden restaurants and chefs of Brazilian city São Paulo. Discovering new gastronomic delights which are off the beaten track, Fora da Rota will premiere on Globo TV’s streaming service GloboPlay and on Stella Artois’ YouTube channel. The six-episode-series’ concept was created by agency CP+B Brazil as a tailormade project for Ambev (AB Inbev).

Juliana Algañaraz, CEO of Endemol Shine Brazil says; “Brazil is well-known for innovative branded content series and for the last few years, brands and sponsors have understood the need to be part of entertainment propositions that enhance their customer’s experience. This is an effective tool to engage new audiences, and Endemol Shine Brazil has learnt how to deliver the best results for everyone: audience, clients and platforms.”

Host Alex Atala adds; “Like any cosmopolitan city, São Paulo has incredible and surprising places for those who have the curiosity and the desire to go beyond the traditional paths. Through the streets of the city, far from the spotlight, we found great restaurants, which go far beyond good food. We found complete experiences. Behind each door and counter, we found an authentic kitchen, with identity.”

Endemol Shine Brazil, a Banijay company, has become one of the largest independent production houses in the country with global hits and high quality, creative productions. Working alongside advertising agencies and local and multinational companies, Endemol Shine Brazil has developed new business models for branded content, turning the client’s message into innovative entertainment formats. Credits in this space include Cabelo Pantene – o reality, sponsored by P&G and O Próximo Número 1 Villa Mix, sponsored by AB Inbev.