Netflix
ONE PIECE
The straw hat from brazil

Before Brazilians knew Luffy, they had their own straw hat pirate: Chico Bento, a beloved local cartoon icon.

For the launch of One Piece season 2, Netflix made Chico the captain of the campaign, recreating his stretches, punches and mannerisms across social content, an official comic strip, and a real straw hat exchange with Iñaki Godoy, the actor who plays Luffy.

The campaign earned over 85 million impressions and 5 weeks in Netflix Brazil’s Top 10, turning a global story into an unforgettable local moment.

Netflix
Wednesday
The Outcast Billboard

Global hits usually launch with loud, attention-grabbing takeovers. But Wednesday doesn’t belong in the spotlight, she lives outside of it.

So instead of following the playbook, Netflix launched season 2 in Xique-Xique, Bahia: a Brazilian meme town people mention whenever something doesn’t matter, the most overlooked place in the country. One single billboard, no fanfare, exactly where she belongs.

The result: over 50 million impressions, mostly earned media, with Xique-Xique trending on Google and becoming permanently associated with Wednesday.

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Wednesday — "No one gets me here in Xique-Xique, Bahia" billboard

Over 50 custom made videos were created, each one related with the subject of each tv show.

Of course there were haters. But we responded to them by investing extra money into this campaign and extending the benefits for women.

President Lula sanctions equal pay law between women and men

CNN

President Lula signing the equal pay law

This initiative generated so much buzz that it helped, even if just a little, to expedite the approval of a bill to change wage legislation in Brazil.