FALLOUT
PRIME VIDEO

The launch began by treating the apocalypse like breaking news. Tiago Leifert appeared during BBB24 to sell nuclear shelters as if the end of the world were suddenly a commercial opportunity. The interruption was designed to feel unexpected, immediate and native to the language of live television — turning a media placement into the first chapter of the campaign story.

The campaign then exploited a distinctly Brazilian double meaning: ‘refúgio’ can describe both a protective shelter and the private homes featured in architecture, lifestyle and celebrity coverage. That insight became a creator platform, inviting Lucas Lima, Narcisa Tamborindeguy, Nicole Bahls, Nyvi Estephan and Samir to reveal their own domestic ‘bunkers’ through the Fallout universe. The influence system expanded beyond celebrity homes as another group of creators explored possible professions in a post-apocalyptic world, while social profiles and news channels extended the Breaking News language beyond television.

Born from a local cultural insight, the concept was developed to support Fallout communications across Brazil, Mexico, Argentina, Chile, Colombia, Canada, Australia and New Zealand. The result was a campaign system combining film, digital and influence — with the work later documented in an Effie 2024 videocase.