100 Casmurros

100 Casmurros

A CLASSIC BECOMES A SOCIAL EXPERIENCE

2009

When TV Globo set out to launch its adaptation of Dom Casmurro, advertising didn’t feel like the right answer. The audience they wanted to reach was spending less time in front of television and more time discovering a new habit online: creating things together. Instead of asking people to watch a story, we wondered if we could invite them to help tell one.

When TV Globo set out to launch its adaptation of Dom Casmurro, advertising didn’t feel like the right answer. The audience they wanted to reach was spending less time in front of television and more time discovering a new habit online: creating things together. Instead of asking people to watch a story, we wondered if we could invite them to help tell one.

We divided Machado de Assis’ most celebrated novel into one thousand excerpts and built a platform where anyone could record themselves reading a single passage. Well-known actors, musicians and public figures opened the chain, while thousands of Brazilians completed it one paragraph at a time. The result wasn’t simply a campaign for a television series—it became a collective reading of one of Brazil’s greatest literary works.

We divided Machado de Assis’ most celebrated novel into one thousand excerpts and built a platform where anyone could record themselves reading a single passage. Well-known actors, musicians and public figures opened the chain, while thousands of Brazilians completed it one paragraph at a time. The result wasn’t simply a campaign for a television series—it became a collective reading of one of Brazil’s greatest literary works.

The project spread entirely through participation. Every new reader invited the next, turning the launch into a cultural event rather than an advertising campaign. Looking back, it was one of the earliest moments in my career where I understood that the most powerful ideas don’t interrupt culture—they create new ways for people to take part in it.

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