In December 2021, Netflix’s Money Heist was to release Part 2 of its fifth and final season. Already having a solid fan base in the Philippines, the goal was to create a monumental farewell that would engage even audiences who have never watched a single episode of the show, convincing them to do so.

With the Netflix Money Heist audience divided into fans and non-fans of the show, Netflix decided that the best way to do the grand send-off was by using beloved scenes of the beloved characters.

Using 5 Filipino landmarks as the media themselves, Netflix dressed them to mirror the show's most iconic scenes. The characters from the show took over these structures to commemorate the events that led to the final season.

Placed near each landmark-turned-show scene were QR codes that passers-by can scan to watch the actual scene in the series to hook them to watch Money Heist.

Five weeks before the series launch, Netflix identified iconic scenes from Money Heist’s previous seasons. Then, the brand searched for equally iconic landmarks around the Philippines which could become their backdrop.

Netflix identified five:

1. A 355-ft. building along the Philippines' most major highway that became the pile of money that Denver lay after successfully opening the vault in the bank;

2. A replica of the Venice Grand Canal inside a mall that saw Nairobi diving in the submerged vault filled with gold bars;

3. A tourist-spot fountain in the city which became the blowtorch while Nairobi was giving her motivational speech;

4. Two neoclassical residential buildings which became El Professor's diorama of The Mint of Spain in his explanation on how they’ll heist it;

5. And an unmissable dome inside one of the metro's most visited malls that became the hole that Rio dug out.

Thanks to the build-up from the landmark-heisting campaign, Money Heist’s finale spent 2 straight weeks as the No. 1 show on Netflix Philippines.

The Landmark Heist was even praised by the show’s mastermind himself, El Profesor (Alvaro Morte), sharing our work on his personal Instagram account with over 12 million followers.