MATTER
MATTER’s role
MATTER's role: creative strategy, hero AV production, cultural activation and fan community engagement — the São Luís fan event with the Mayor and the Korean Cultural Center, the neon letreiro, and Alcione, the city's national icon, revealing herself a K-drama fan and singing her greatest hit in Korean.
Case study record — created 2026-08-24 from the project page's Case Study section (Google Doc ingested 2026-05-20) plus the produced video-case script ('[PROD] WLGYT - Tangerines – Case V2', final BR script 12/06 + English version). The finished case FILM is in Drive: NETFLIX - WLGYT_ CASESTUDY_PORT (1080p).
Case study source: Google Doc — ingested 2026-05-20.
Case Study Card
- Project: WLGYT (When Life Gives You Tangerines) — Marketing Campaign
- Client: Netflix Brasil
- Role: Creative strategy, hero AV production, cultural activation, fan community engagement
- Key activation: Alcione singing the title’s Korean theme song — iconic São Luís personality bridging Brazilian and Korean cultural worlds. Fan screening event + letreiro in São Luís anchored in the Jeju Island / São Luís geographic and cultural parallel.
- Insight: 75% of Netflix BR members watch Korean content. Discovery of the São Luís / Jeju Island parallel unlocked the entire strategy.
- Award potential: Strong — Cultural Strategy, Entertainment, Integrated categories (Cannes Lions, El Ojo, Effie)
- Date produced: 2026-05-20
Full Case Study
Full video case (MP4) available in project files. Text version to be transcribed and added here.
The produced video case — narration (English version)
Brazil loves K-Drama. And it has its own island of passion: São Luís do Maranhão. The city is home to an affectionate fandom that fills shopping malls to watch them.
This devotion inspired our campaign for “When Life Gives You Tangerines.” For the first time, we placed the region and the fans — who usually live outside the media spotlight — at the center of attention of a global title launching.
We honored the K-drama fans with a major event, recognizing São Luís as the capital of Brazilian K-Drama, with the presence of the Mayor and the Director of the Korean Cultural Center. And with the biggest star from São Luís — the national icon Alcione — we delivered an amazing gift: the queen of passion revealed herself as a K-drama fan and sang her greatest hit in Korean.
The impact was huge: we cried tears of joy. The campaign broke through the social media bubble: influencers and celebrities engaged organically. Even South Koreans reacted to the content. And the press went wild, with national coverage.
This fanservice-driven strategy connected the title with the fandom and the country in an unforgettable experience. And the genuine love of São Luís fans became part of the city's history and of Brazilian pop culture.
Narração — versão brasileira (roteiro final, 12/06)
O Brasil ama K-Drama. E tem sua própria Ilha da Paixão: São Luís do Maranhão. A cidade é conhecida por ter fãs apaixonadas que lotam praças de alimentação de shoppings para verem seus k-dramas favoritos.
Essa devoção inspirou a campanha de “Se a Vida Te Der Tangerinas”. Pela primeira vez, esse local e o público — que estão fora do radar midiático — foram o centro das atenções no lançamento de um título global.
Homenageamos as dorameiras em um grande evento, reconhecendo São Luís como a capital do K-Drama Brasileiro, com a presença do Prefeito e do Diretor do Centro Cultural Coreano. E com a maior estrela de São Luís — um ícone nacional — Alcione, entregamos um presente único: a rainha da paixão revelou ser fã de K-Drama e cantou seu maior hit em coreano.
O impacto foi forte: choramos de felicidade. A campanha furou a bolha das redes sociais: influencers e celebridades engajaram organicamente. Até os sul-coreanos reagiram aos conteúdos. E a imprensa veio à loucura com uma cobertura nacional.
Essa estratégia fanservice conectou o título com o fandom e o país em uma experiência inesquecível. E o amor genuíno dos fãs de São Luís entrou para a história da cidade e da cultura pop brasileira.
Documented figures (from the case film's supers)
- 75% of Netflix BR members watch Korean content — the insight that opened the strategy.
- +200k shares in the first 24 hours.
- Folha de S.Paulo: “Sábado com clima de final de Copa do Mundo em Shopping de São Luís.”
- Event attended by the Mayor of São Luís, Eduardo Braide, and the Director of the Korean Cultural Center in Brazil, Cheul Hong Kim.
Source files (Drive)
- Case film (PT, 1080p): NETFLIX - WLGYT_ CASESTUDY_PORT -100MB-24fps-1920x1080.mp4
- Script: [PROD] WLGYT - Tangerines – Case V2 (+ locução version)
- Global case deck: WLGYT | Global Case (Google Slides)