Prime Video is one of the biggest streaming services in the world. But in Brazil, some genres of national titles haven’t had such an impact. The debut of Cangaço Novo was a chance to change that. Our brief was to promote the series through a tagline and possible ideas on a limited budget. From then on, we created the tag "Destiny is Bulletproof" and suggested a newspaper to address the crimes in the series. The idea was approved practically at the first time, its development took about 3 months and covered the entire national territory.

Our main KPI was to make New Bandits the new action hit on Prime Video in Brazil. After the distribution of the newspaper and upon its debut, it has already become one of the most-watched Brazilian series on the platform and top 10 in more than 50 countries. Some headlines that appeared in the media said things like “It was born a classic" or "remembers the best of Brazilian dramaturgy.” But, perhaps, the most important thing is that the series has already been renewed for season 2.