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FIRE THERAPY
/HOUSE OF THE DRAGON
House of the Dragon is known for its shocking deaths, brutal twists, and unforgettable trauma. Coincidentally, the premiere of its third season happened during the same period as the World Cup. But there was a challenge: we needed to join the conversation without even mentioning the World Cup by name. So we found common ground between football and Westeros: trauma. That's how Fire Therapy was born, a collective therapy session designed to help brazilian fans burn away the trauma of the 7-1 defeat, while preparing them for a new season of the series.
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Best HBO Max Premiere of
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To help Brazilian fans move on from one of the most traumatic moments in the country's football history, we teamed up football influencer Samantha Alves with sports journalist Casagrande, who was part of the live broadcast during the 7-1 defeat. Together, they held a symbolic therapy session, burning painful reminders of that day, including the scoreboard, a TV showing match footage, tweets from the time, and other iconic memorabilia. The initiative struck a powerful chord with audiences, generating a 98% positive comment rate across social media.
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