Money Heist is one of the most-watched series on Netflix and was coming to its end. Netflix wanted to launch the last season with a relevant campaign for fans and for the Spanish market.

To promote this explosive new release, we decided to create an outdoor event in the most hyped festivity in Spain: “Las Fallas”, a traditional celebration held annually where monuments constructed all around the city for the occasion are burnt as huge bonfires.

At Las Fallas, once a year, hundreds of monuments are built and then burned down completely on the streets of Valencia. So, to promote the most explosive season of Money Heist, we created a monument of the gang and placed it in the heart of the city.

But that wasn’t all. On burning day, we surprised the city with a plot twist. Instead of completely turning into ashes our monument revealed a hidden message forged in iron: an exclusive clue about the season finale. We created the first “Falla” that resisted fire and remained in the streets as a teaser.

The last season of Money Heist was to be launched in two parts with a three-month break between. So, the campaign had to communicate the first part in a way that maintained expectation for the second.

In the last episode of Part 1, the Money Heist gang is about to be defeated by the Spanish army. So, we wanted to keep fans’ excited by delivering a hopeful message: the gang will resist. We did it in a relevant way for fans, creating a full experience to live and share with a plot twist worthy of the series itself.

We created a 32-foot-tall monument in collaboration with Alejandro Santaeulalia, the most renowned “Falla” artist, and placed it in downtown Valencia. We hid an important message in an iron structure: “We will burn but we will resist” which also happened to be a clue about the season finale.

On the day of the burning, our monument didn’t fully turn into ashes, creating the first falla that resisted the fire, just like our gang.

The campaign was a raging success. Our falla become the main attraction of the most famous festivity in Spain and had more than 250,000 visitors. The conversation spread like wildfire: thousands of photos, and videos took over the press and social media, with more than 5.2 million impressions. A tourist store even created knock off t-shirts with the image of our “Falla” printed on it.