Netflix was launching "Berlin S01" in Brazil during the busiest media context - between Christmas and New Year's Eve. When attention is divided into parties, fireworks, travels and more. We needed to capture year-end attention to encourage people to watch the show.

We teamed up with famous MCs for a prank at Neymar's Cruise event (the major celebrity event of the year). The MCs 'lost' their jewelry, sparking fan theories about a heist, which trended online. Later, the 'stolen' jewelry appeared in Berlin's key arts (Outdoor, Social, Online Displays), provoking immediate reactions from fans, media outlets, and breaking the internet.

Aiming to drive high awareness and engagement, we needed to burst the "La Casa de Papel" fan bubble and broaden our reach to Brazilian mainstream audiences.

To do so, we associated Berlin's mastermind thief with authentic elements of local culture, by sneaking into the cultural agenda and becoming relevant.

In Brazil, where jewelry intertwines with hip-hop culture, the most treasured pieces dominate social media, media outlets and even TV, accumulating over 7 billion TikTok views.

At the same time, these not-so-hidden-gems would be together in one place: Neymar's cruise.

Apex of celebrity gatherings, the three-day party in the high sea is hosted by the football icon, who alone has 220 million followers on Instagram.

The perfect stage for a fake heist, we thought - don't you?

So, we transform media outlets and fans into our partners in crime to launch Berlin in Brazil.

A national prank featuring beloved MCs, designed to announce the launch of "Berlin" in Brazil.

We teamed up with local relevant MCs to stage a nationwide 'heist', faking the theft of their jewels.

Everything began in late December. Rumors about the disappearance of the artists' jewels were sparked through their social media posts.

The heist took place during a night when Brazil's most valuable jewelry would be gathered in one place: Neymar's Cruise. A high-profile media event featuring the football icon and his friends, providing the perfect setting for our mystery.

Then, as news spread quickly and engagement peaked (trending topics, baby!) on social media and media outlets, it was time to unveil the truth.

The 'stolen' jewelry appeared in Berlin's key arts, replacing traditional ads from the show with new ones featuring Berlin adorning the missing jewelry.

1.8 Billion organic impressions

4x benchmark for organic impressions.

2.3MM interactions (98% positive sentiment)

906310 likes and 9572 comments

6x benchmark for social networks

$2.4MM in earned media.

Trending Topic on X

8MM new followers for the MCS

#1 Trending on Netflix Brazil (Berlin launched right at the top on Netflix)