Brutal Fruit had different challenges across Brazil and South Africa: building a young brand in one market while staying culturally relevant as an established favorite in the other. Bridgerton offered a shared cultural territory to connect both.
Instead of focusing on the romance the series is known for, the partnership celebrated another powerful relationship within its world: female friendship. In “Sisterhood is the Toast of the Season,” three friends leave the formality of the royal ball behind to share a toast of their own, turning sisterhood into the real social event of the season.
In Brazil, the broader campaign helped drive 11K+ new social followers and 118K+ interactions, representing significant growth versus the previous period.
AKQA, Sherpa42 & Netflix Partnerships Creative Team
Role: Creative Lead, Netflix Partnerships Creative Team
BRAND EXPERIENCE:
The universe of Bridgerton was reinterpreted in São Paulo as a platform of experiences, translating its romantic and aesthetic imaginary into a contemporary urban context—connecting fashion, mixology, and city occupation.
“The Closet of Bridgerton,” at Shopping Eldorado, materialized this universe through the first-ever local exhibition of 9 original costumes from the series, engaging audiences through proximity to its characters and narratives, alongside sensory brand-led experiences.
Meanwhile, “The Season Bar,” at Bar dos Arcos, expanded this approach by transforming the venue into an immersive interpretation of the Regency aesthetic, where scenography and mixology operated as extensions of the storytelling.
