MATTER’s role
Creative direction: Kika Igue
The platform: there are encounters that change your life. The line: a friend changes your world. The adoption campaign ran across 15 states with twelve NGOs, the key art swaps took the place of the stars of seven hit shows, and an ASMR film, 48 social assets and the adoption site carried it into the country.
The problem
Caramelo is a Netflix film named after its stray dog star, and in Brazil, Caramelo was already a phenomenon: memes, news segments, viral videos, a shorthand for every good boy on the street. The challenge was not making people watch a movie about a dog. It was making the film part of a culture that already loved him.
The position
The film was never the point. The real story was what happens when a person meets a stray dog: it changes something. That truth, not the plot, became the tone for everything we built.
What we made
We ran the entire 360 campaign: title treatment, tagline, and official posters first. Then a soundtrack single, Doce Feito Caramelo, pairing Iza with Amendoim himself, built into a music video that became a hit on its own. As hype grew, we launched a nationwide adoption campaign: posters swapped Netflix’s biggest stars for real strays waiting for a home, backed by a constant stream of content.
The result
The film opened with 17.3 million views in its premiere week, the biggest debut of a Brazilian original film on Netflix. Over 75 million views, 1.5 million reactions and 53 editorial placements. But no number beats the real one: every stray who finally found a home.
The results
Figures reported in this case · Content date: 2025