The whole film is based on a word play: Copa (meaning the World Cup) and Copa (meaning a small kitchen).

We start with Bento ribeiro (a brazilian celebrity) with a group of friends hanging out on a living room. So Bento has a sudden realization: he is going to watch Netflix “in the copa”. He goes to the copa (the small kitchen) and keeps repeating this.

The other friends get a little surprised. His girlfriend even says that all he seems to think about lately is this “copa” – the small kitchen, of course.

As the story unfolds, we see that the other friends end up being more and more convicted that they can also watch Netflix “in the copa” or wherever they want.

We first aired the spots on TV stations (only the ones that would not show World Cup Games) only for 16 days. After that, all the others were only aired online, on YouTube and video ads. These following spots captured themes that were popular about the World Cup, and kept making the word play about it, like inspections on the infrastructural works for the Copa, the welcoming to the foreigners in the Copa and so on.

They found a free high-speed road on social and online media, and ended up being featured in many news portals and websites.

Netflix chose not to invest in PR for the campaign. Even so, the campaign attracted attention and became a case study in the areas of sports, business and entertainment. Even teachers discussed about it on law schools. After the tragic Brazilian elimination, the hashtag #netflixnacopa became a buzzword and a humored protest.

So, we shifted the conversation on our favor and, among all World Cup related advertising, Netflix spots became one of the most talked about – without the brand being an official sponsor. And all because of “FIFA’s forbidden word”.