Tudum was created in 2020 to celebrate the spontaneous passion shared between Netflix and its young fans. Originally, it started as a fan event that connected over 50,000 fans. Since then, it has evolved into an almanac with over 300,000 copies, and a global event that creates momentum and nurtures community around Netflix titles. Tudum is more than just a format - it's a sound, a magical window into the world of Netflix.
After two spontaneous editions in Brazil, it was time to build the foundation of Tudum's brand strategy and prepare it to become a global brand. Our mission was to deep dive into the essence of what Tudum is, and develop a Concept Guide to frame Tudum's brand identity while guiding its future expression in Brazil and globally.
During our strategic journey, we delved into what made Tudum unique. We interviewed 12 key Netflix executives who co-created the platform, analyzed consumer perception research, and uncovered global movements to inspire the consolidation of the brand. The result was a Play Book that acts as a flexible guide to creative executions, highlighting the insight behind Tudum, the Creative Platform Strategy, its Core Values, how it connects with Netflix Brand Values, and its Key Messages & Tone of Voice. The bold and maximalist design crafted by Porto Rocha brings the brand to life.
As the playground of Netflix real-life stories, Tudum brings together everything the fans love when their love for Netflix’s stories overflow. A safe zone to deepen the sense of belonging, to celebrate the stories, dreams & dramas that shape our lives, and to get to know what’s next.