São Paulo, April 26, 2023 – Porta dos Fundos and Passei Direto, the largest study network in Brazil and a vertical of the UOL EdTech ecosystem, have joined forces for a new campaign highlighting the efficiency of digital learning. The campaign, starring Thati Lopes and Estevam Nabote from the Porta dos Fundos cast, premiered on April 19 on Passei Direto’s social media and aired again today, April 26.
In the campaign videos, Thati and Estevam showcase the Passei Direto app, which, alongside other platforms within the group, aims to transform how people learn throughout their lives through the use of educational technologies.
The video features the tagline, “Enjoy a new way of learning”, reinforcing how the company has become one of the largest digital content platforms, supporting a student network that has contributed to the success of over 36 million users, with more than 14 million shared materials.
“As part of this year’s strategy, we leveraged the intelligent humor and engaging narratives that Porta dos Fundos followers already know and love to create content that is not only entertaining but also informative and useful for students. With this campaign, we are excited to reach new audiences across Brazil and make Passei Direto, a UOL EdTech brand, the top-of-mind name in the education technology market,” said Carolina Gatti, Marketing Director at UOL EdTech.
“For us, it’s very exciting to participate in the communication strategy of a brand that offers a variety of content for more practical and collaborative learning. With Nabote and Thati’s talent, our goal is to emphasize, through humor, the importance of access to education and a more practical, simple, and dynamic way of studying,” said Ian SBF, co-founder of Porta dos Fundos.
About Porta dos Fundos
Porta dos Fundos is a multi-format, multi-platform entertainment hub that celebrated its 10th anniversary in 2022.
What began as a comedy sketch channel on YouTube in 2012, founded by Antonio Tabet, Fábio Porchat, Gregório Duvivier, João Vicente de Castro, and Ian SBF, has evolved into a consolidated production company. It develops content and formats aligned with modern audience habits and boasts over 37 million fans and more than 11 billion views across its multi-channels.
The originality of its projects has earned acclaim from The New York Times, recognition as the “Most Influential YouTube Channel in the World” by Zefr in 2016, an International Emmy for Comedy in 2019 for a Netflix Christmas Special, and the Caboré Award for Communication Vehicle – Content Producer in 2021. Additionally, a 2021 DataFolha survey highlighted it as the “most remembered humor content brand in the country” in 2022.
Beyond YouTube, Porta dos Fundos produces content for brands, original comedy series, reality shows, films, podcasts, musicals, theater productions, news programs, talk shows, and specials for Netflix, Comedy Central, HBO, Paramount+, Pluto TV, Amazon Prime, TV Globo, Fox, Deezer, and Amazon Music, working with all types of formats.
In 2017, Paramount acquired a majority stake in Porta dos Fundos to expand the brand’s international presence.
Currently, Porta dos Fundos operates through four main areas: the brand and its entire distribution network and ecosystem of channels; Porta dos Outros, a unit focused on developing and producing original content for brands to engage with their audience; Porta Studio, the production arm for long-form formats for TV and streaming; and Backdoor (Poland and Mexico), the international division that has helped the group expand globally.
