CUCA CAME TO CATCH YOU
For Netflix @ Wunderman Thompson
MY CONTRIBUTION
I was responsible for the core concept, presenting the idea to Netflix executives, writing campaign materials, and overseeing the entire production and campaign rollout.
THE IDEA
Brazil’s most beloved witch plays a prank on her fans.
It's all over the internet: Brazilians have a massive crush on Alessandra Negrini.
As she played Cuca on Invisible City, this crush reached a new level. Instead of being afraid, people flood the internet praying to be caught by the witch.
So, to launch Season 2, we used this joke to our advantage and finally did what fans were asking for. But not in the way they wanted. Instead, we ran a campaign full of prank-style ads.
English CC available
Then, we trapped YouTube users in non-skippable ads with fake skip buttons.
We first aired a commercial that made everyone think Cuca had turned off their TVs.
English CC available
While on Spotify, we created an ad using binaural sound that made it feel like her voice was inside people’s heads.
Please listen with headphones ;)