London, United Kingdom
TitleLa Casa De Papel
Campaign La Casa De Papel : The Biggest Fan
Advertiser Netflix
Brand Netflix
Date of First Broadcast/Publication
Business Sector TV/Radio Programs & Stations
Tagline La Casa De Papel : The biggest fan
Story Amplify created a format-busting IRL-meets-content, fully integrated phased campaign mobilising Money Heist’s devoted fan base. Inviting people to test their knowledge of the series via an online time-based Money Heist quiz and to submit their chosen city code name…like the members of La Banda in the show. The winners were then whitlled down and six French and Polish Money Heist superfans went head-to-head in a worldbuilding reality game show entertainment format,born from the show’s IP. Lyon, our French winner, was featured in the OOH campaign across Paris promoting the release of Season 5 part 2 and was also whisked away to Madrid at a major event, called La Casa De Papel: El Legado, a live talk show-style format gathering the entire cast and creators on stage.
Philosophy With one of Netflix’s biggest cultural phenomena coming to an end, Amplify was tasked to promote the launch of the final season of Money Heist to celebrate its cultural legacy.
Problem Money Heist has superfans worldwide - we’ve seen tattoos, themed weddings, parties, protests and celebrities like Kylian Mbappé and Neymar Jr. all embracing the show’s iconography.

But we wanted to find a way to celebrate the Money Heist phenomenon, that gave back to the fans.
Result Amplify created a format-busting IRL-meets-content, fully integrated phased campaign that mobilised Money Heist’s devoted fan base, and integrated them into new entertainment spin-offs of the show.
Media Type Case Study
Market Poland, France, United Kingdom, Spain
More Information
Creative / Art Direction

Our Work