Meet the percussion genius admired by the world's greatest artists—yet, until recently, virtually unknown in his own homeland. This landmark Johnnie Walker campaign began with the launch of a Netflix documentary and evolved into a nationwide cultural phenomenon. From interactive street installations and bar activations to limited-edition packaging, TV commercials, podcasts, and magazine covers, the campaign celebrated the extraordinary legacy of Paulinho da Costa. Its journey culminated in a historic achievement: Paulinho becoming the first Brazilian ever honored with a star on the Hollywood Walk of Fame. The numbers behind the man: more than 6,000 tracks, 972 artists, 161 Grammy nominations and 59 wins — a career that shaped the sound of global classics while his name stayed unknown at home. The campaign won a Grand LIA for Entertainment & Content, plus a Gold and a Silver at the London International Awards, and a Cannes Lions shortlist in Entertainment for Music.