For five years, the world has been tuning into La Casa de Papel, rooting for ‘La Banda’, as they journeyed to complete the greatest heist of all time. All known by their city pseudonyms (Rio, Tokyo, Denver etc.) the heist was bigger than a quick cash grab, more a political statement to empower a bunch of struggling criminals, and was masterminded by ‘The Professor’.

Viewers connected with ‘La Banda’, witnessing their highs and lows as if they were their own - all becoming part of the ‘La Banda’ fanclub.

As one of Netflix’s biggest shows in history, and into its fifth - and final - season, the ask was simple.

How can La Casa de Papel celebrate seasons of success, whilst thanking dedicated fans and exciting them for the final installment?

How could La Casa de Papel reward its biggest fan in France in a way never seen before?

‘The Biggest Fan’ campaign gave back to those who had made the show one of Netflix’s biggest ever hits. Blurring the lines between audience and cast, it was an invitation to fans nationwide to prove themselves as the biggest fan of the cultural phenomenon La Casa de Papel, and etch themselves in the history of the show by becoming the final member of La Banda.

La Casa de Papel was more than just a show, it was a cultural movement. From celebrity fans, to political movements and sold out Halloween costumes. With fans so immersed in the world of the show, it was time to build that world around them, and let one very special fan become a part of La Banda…forever.

A 360o experience that blended URL with IRL, ‘The biggest fan’ began as a social campaign that invited French fans to prove themselves as worthy members of La Banda: answering questions and sending videos until it was whittled down to six, who were invited into the universe of La Casa de Papel, to battle it out to become the newest member of the gang.

A series of challenges, captured in hybrid style; combining the coverage and rawness of traditional TV cameras, with film quality lenses, lighting and capture techniques. This created real and unexpected entertainment, but with a cinematic aesthetic true to the show itself.

Although there could only be one winner, it was a victory for the fanbase, who were brought even closer to a show they were already engrossed in.

56,000 competition entries.

24m people reached.

1.5m views of the game show experience.

1 life changed forever.

Uniting all fans of La Casa de Papel one last time, allowing them to experience the show in a way never felt before, it would be an understatement to limit the campaign’s success to numbers.

Inviting our eventual winner Lyon to achieve the impossible like those he had watched closely for four seasons was not only a success, but an absolute demolition of ‘the fourth wall’, and gave power back to the viewer - taking them from seat to stardom.