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Netflix replaced its stars with strays. Brazil adopted them.
To launch Caramelo, we recast the posters of seven hit shows with shelter dogs, built a national adoption platform spanning 15 states, and turned a film launch into a movement — while Caramelo became the most-watched Brazilian film in Netflix history.
Read the storyCaramelo · Creative strategy & campaign
In motion
Explore the workSão Luís became Brazil's K-drama capital — When Life Gives You Tangerines
MATTER put São Luís do Maranhão — Brazil's own island of K-drama passion — at the center of a global title launch: a city-scale fan event with the Mayor and the Korean Cultural Center, and Alcione singing her greatest hit in Korean. +200k shares in the first 24 hours.
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