In Brazil, 13% of women are named Maria. It’s by far the most popular name in the country. Although they share the same name, Intimus knows that each Maria deals with their period in a very personal way.

That’s why we crafted Marias, not only a TV series that shows women in a non-stereotypical way, but also a creative media idea that displays six different stories, in six different cable TV channels, all crossed and played simultaneously. Furthermore: each story had a genre according to the Telecine channel genre and a Maria as protagonist offering a totally new media (or cable TV) experience to the viewer.

Marias turned content into culture and huge audience. We showed real women and situations. Girls saw themselves in it. Thus Intimus connect with consumers in a new way and Marias is now one of the favorites TV series for girls in Brazil.

Maria tells the story of six women who are preparing to go out to watch the first concert of Maria Eduarda. We see the same night of 6 different points of view. How they deal with their periods gives the backdrop to the whole plot.

The stories were shown at the exact same time in six Telecine channels – Brazil’s most famous cable movie channels. Furthermore, each story had a genre according to the channel. It was playing on: drama, romance, action, comedy, family and musical. And always with a Maria as the protagonist.

The women could actually choose which story they wanted to follow on TV. Enjoying the fun of finding themselves in one of our 6 movies.

On Telecine:

• Growth of 63% audience in the period.

On Twitter:

• More than 17.2 million impressions

• More than 48.8 k visits to Maria’s profile

On Instagram:

• More than 2.8k comments received

• More than 422,4k likes to our content

On Spotify:

• 2.126 million views

• More than 1.5k followers in the six playlists

• 2 times among the 5 most viral songs in the period.

We are already on the second season and increased the episode length in 40%. Now we have 24 episodes of 5 minutes each.