In 2019, a production company was the target of a terrorist attack. The reason? The Christmas Special movie. The First Temptation of Christ, released that year, raised important questions about censorship and freedom of speech. Accompanied by the attack, lawsuits called for the movie to be removed from platform, exceeded US $ 174 million. The 2020 special would need to overcome hatred and promote freedom of choice, anticipating the backlash and probable new legal actions. And all of that being filmed during a global pandemic, which mean following strict protocols for social distancing.

We would find in its own essence the solution to transform the 2020 Christmas Special into the largest ever produced by the group. In addition to the theme, which would need to be culturally relevant, the campaign would need to be provocative. The Edge of Theocracy - a documentary that satirizes the Brazilian political scenario, draws a parallel with events that occurred in the times of Christ. Anticipating the censorship action against the movie, we launched the campaign Jesus Is Coming - # Dontwatchit, inviting people to exercise their democratic right of choosing not to watch the premiere - which would happen on December 10th of that year.

The strategy of launching the Christmas Special needed to consider the platform of exhibition, in addition to an entire campaign provoking people to not watch the content.

Divided into three key moments, #Jesusisreturning, # Dontwatchit and #Jesusisback, we developed a strategy that engaged our audience to join in the fun, spreading the message through the internet. Due to the importance of this launch, the production company promoted its first media campaign, contemplating a 360º strategy so that we could tell as many people as possible that the Christmas Special was back, regardless of intolerance and censorship.

We invested in a broad launching campaign, under the motto “Jesus Vai Voltar”, which featured a TV movie, OOH pieces and online actions.

We started with billboards scattered at strategic points in Atibaia, the city where the most sinister events in Brazilian politics took place, followed by the warning "# Don't Watch the Christmas Special from Porta" and the phrase: "Why did they deposited 89,000 silver coins in Judas ex-wife account? ”, a provocation to the current president of Brazil. We also included other creative pieces like airplanes on the beaches with the message Jesus is Returning and also campaigns on television, with commercials from 15 to 30 seconds, respectively.

The content distribution strategy also relied on the company’s media channels YouTube, Facebook, Twitter, Instagram and TikTok - to expand and engage the audience, in addition to being distributed by Pluto TV, Viacom's streaming channel launched on the same day.

The Edge of Theocracy had over 1,800 articles published in the national and international press, a gain of almost R $ 30,000,000.00 in earn media. With a positive reception rate of 93%, it reached a total of 301 million people and a total of 1.3 billion impressions on the networks.