Studio brought “Wuthering Heights” to carnival blocks, women-only subway cars in Rio and even into the plot of TV Globo’s “Coração Acelerado”.
Warner Bros. Pictures Brazil bet on the population’s daily life to promote the launch of “Wuthering Heights”, which premiered in theaters on February 12. With activations in high-traffic urban spaces, popular events and partnerships with media outlets, the campaign translated the film’s central themes — love, passion and emotional intensity — into different cultural contexts, inserting the film’s universe into Brazilians’ everyday lives.
In the new film by Oscar winner Emerald Fennell, the story comes to life through breathtaking costumes, cinematic settings and an exclusive soundtrack by Charli XCX. The multi-platform campaign explored the work’s universe nationwide with special actions: activation in Rio de Janeiro’s subway in the women-only car, presence at carnival blocks throughout Brazil and insertion into the soap opera Coração Acelerado.
I wanted to make something that approximated the feeling the novel gave me, highlight the elements of the book I found thrilling and still make people feel something, perhaps even because they’re shocking. Since I love the book so much, the challenge of making a version that even I would accept as a fan was exciting Emerald Fennell, director
Carnival becomes stage for intense romance
To tropicalize the launch and take advantage of one of the most emblematic periods in the national calendar, Warner bet on Carnival and the association of the film with intense passion, the narrative’s central theme. Between January 30 and February 15, “Wuthering Heights” was present at carnival blocks in different areas of the country.
During the actions, revelers experienced the film’s romantic atmosphere through the distribution of themed fans and photo frames inspired by Catherine and Heathcliff, the story’s central characters. The activations began in the Northeast, passing through Recife on January 30 and Fortaleza on January 31. In São Paulo, the action took place on February 7 at the Casa Comigo block. The schedule continued to Rio de Janeiro on February 13 and concludes in Belo Horizonte on February 15.
Prime-time soap opera features special film scene
The campaign also engaged audiences through broadcast television. Warner activated the film with an advertising insertion in the soap opera Coração Acelerado, shown at 7 PM on TV Globo. In the February 5 episode, protagonists João Raul (Felipe Bragança) and Agrado (Isadora Cruz) watch the film’s trailer, while the young singer wins tickets to go to the cinema on the official premiere day with his girlfriend.
During the scene, Agrado comments that the work is her favorite book and quotes one of the story’s best-known phrases, inserting the classic into the soap opera’s romantic narrative context.
Exclusive subway car in Rio
To be part of Brazilians’ daily lives, Warner carried out an activation in Rio de Janeiro’s subway. Since January 17, a women-only car has been fully wrapped with the film’s visuals. On February 11 and 12, women who rode there received personalized fans. The themed subway will remain until March 5.
To further amplify this action, influencers Giro da Carioca, Joana Cannabrava and Bruna Zordan participated in an exclusive ride in the car and then watched the film in advance.
Digital strategy and urban partnerships
As part of the digital strategy, Warner partnered with the dating app Tinder, where users had the opportunity to interact with profiles inspired by Heathcliff and Catherine, learning more about the characters and the narrative universe.
In the urban environment, the strategy explored the film’s visual and aesthetic strength in high-traffic spaces. On February 8, in partnership with Rádio Metropolitana, the studio was present on Avenida Paulista in São Paulo, inviting the public to recreate the iconic kiss of protagonists Catherine and Heathcliff. The action generated photo opportunities and ticket distribution, expanding the campaign’s reach on social media.
Other brands also partnered with the film’s launch, reinforcing the partnership strategy. Among them, Moncloa, a Brazilian brand specializing in premium teas; Dufry Shopping, which collaborated with point-of-sale materials in more than 23 stores throughout Brazil; Claro, with robust media support on its own channels, including activations at subway stations in São Paulo and in its stores throughout the country; plus the tissue brand Mimmo, present at the film’s pre-premiere.
Directed by Oscar winner Emerald Fennell, “Wuthering Heights” brings a contemporary look at Emily Brontë’s classic, starring Margot Robbie and Jacob Elordi as Catherine and Heathcliff. The iconic 19th-century love story gains new intensity with an original soundtrack by Charli XCX.
https://www.youtube.com/watch?v=fR2GZt3g-fs&t=2s
https://www.youtube.com/watch?v=XQ-DPvWCLHs&t=5s
Photo: Disclosure
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