Round 6

First, let me give some context.

Bianca Rosenberg (at the time Marketing Director for Series) and I did a good 2022 Plan. We prepared for eventualities like this: an IP that was not initially on our annual budget begins to get traction and quickly become a hit. We were able to allocate the budget and quickly create something culturally meaningful.

In case you are one of the few people that haven’t seen it, Round 6 is a Korean series that mixed adventure, terror and dark humor. A combination that quite resonates with Brazil. That’s why, to launch it, our idea was also a combination of those factors.

We invited the Korean band Tell a Tale, that was already getting famous for making covers of Brazilian pagode and samba songs, to sing a song in the series scenario. Something odd, quite fun, but, at the same time, possibly deadly considering the rules of the Squid Game.

The strategy was to air it at Globo (Brazil’s major TV channel that has soap opera’s that daily deliver the audience of a Super Bowl) just once. Not only a long format, but something quite weird to be on national television without any context.

The fans went crazy and the press reverberated the news .