In 2022, Money Heist: Korea, a remake of the original- La Casa De Papel, was set to be launched. Less than a year prior, the original La Casa De Papel’s final season was heavily promoted. Our task was to get Indonesians AS excited about this Korean remake.

Money Heist: Korea is the Korean remake of the popular Netflix show: La Casa De Papel. To create an ad that is true to the show and rally fans to take part in our campaign, we created a bespoke 12x4 m art mural made up of 120 unique smaller panels and instructed fans to heist it.

All of the pieces were heisted in less than one day. We then made a surprise reveal that the pieces they possessed were created by Indonesia’s famous street artist: @Herzven, leaving fans even crazier about their stolen prizes.

For the launch of Money Heist: Korea we needed to take things to the next level, so this time we made the campaign all about fans. We decided to put them at the center of the action by turning them into heisters.

The entire campaign took place on 25 June 2022, we created a bespoke 12x4 m art mural made up of 120 unique smaller panels with a statement emblazoned across it: Heist This Wall. Hundreds of fans flocked to the wall and joined the heist.

To inspire FOMO we gave a live update on the wall’s condition online and within a couple of hours, everything was heisted. That’s when we made a surprise reveal on @NetflixID social media that got fans even crazier about their stolen prize- the pieces they possessed were one-of-a-kind and created by Indonesia’s famous street artist: @Herzven.

Hundreds of fans flocked to the wall and joined the heist, and in less than one day everything was heisted. The show became the #1 most-watched show for 2 weeks and stayed in the top 10 for 4 weeks. The campaign managed to renew the relevance of the franchise and also resulted in 3,653,157 impressions, over 125,000 organic engagements, and hundreds of UGC.