In 2021, Netflix celebrated its 10th anniversary in Brazil. And as a brand that is all about pop culture and entertainment, we needed to celebrate such an important event in the most entertaining way, making some noise. Not only that: our challenge was to do that in a inclusive way, to gift millions of fans who have been with us through the years. People with different tastes in terms of entertainment (specially in Brazil, one of the most musically diverse countries in the world, with different music genres that people really love here). So, we took that in consideration to invite everyone to our birthday party.

Where there’s party, there’s got to be music. So, the idea was to turn Netflix’s main asset, the world famous sonic branding “Tudum”, into the soundtrack of our birthday party. As part of a huge musical project, first we went to a music studio and used the Tudum sample as a starting point to create the musics, adding elements to each one of them. Then, to celebrate in true Brazilian style, we invited the biggest names from the top 5 music genres in Brazil to interpret and turn each song into a hit. The Tudum became music in the most popular rhythms nowadays here: Samba Reggae, Pop, Pagode, Piseiro and Trap. With this soundtrack ready, it all came to life in a music video, merging the artists with Netflix original series.

First of all, we had to analyze the music scene in Brazil. We did a research to find the top 5 music genres in our country to decide what kind of rhythm Tudum could become. Once we had Samba Reggae, Pop, Pagode, Piseiro and Trap as our chosen ones, a different mission started: who were the artists that could be part of it? Because it was not about inviting famous people: we wanted to work with big names, but also give voice to emerging artists who were not so mainstream yet. And obviously, it was really important that all the artists matched the brand values and target.

As it happens in album releases in the music industry, we started this project by posting sneak peeks on the artist’s social channels (mainly Instagram), a few days before we launched the music video during a broadcast on YouTube. Alongside with the music video, we distributed via direct marketing a limited edition of vinyl records featuring every Tudum musical genre, and the fans who couldn’t get one, could listen to the playlist on Spotify. And with so many musics, it was time for the fans to hit the dance floor, so we created a branded hashtag challenge on TikTok called #TudumRemixChallenge, where the fans could learn choreographies inspired by our original series, taught by the main character of the music video. The whole campaign was on air during october of 2021, but in fact it lived even longer on TikTok, making the challenge reach over 3 billion views.

As part of Netflix Brazil's birthday, Tudum Remix was integrated into the whole picture of Tudum Festival's initiatives. The design solution followed a powerful graphic project built with a maximalist design that played with strong colours and elements from the original series. An engaging and vivid visual identity gave life to posters, vinyl's cover, the social network campaign and much more.

The whole point of this project was to celebrate not only our birthday, but millions of Brazilian fans who have been with us for the past 10 years. So, for us, the brand success was that the campaign engaged a huge number of fans. The music video reached over 3 million views, across multiple platforms like YouTube and Instagram. The #TudumRemixChallenge reached over 3 billion views on TikTok and 37 million impressions, making the world (not only Brazil) dance to the sound of a 3 second logo.