Netflix wanted to communicate the launch of the last and long-awaited season of Money Heist, one of the most-watched series on their platform and one of the most beloved by fans.

To do so, they needed an outdoor campaign that would create excitement and intrigue among fans and could have an impact not only in one city but nationwide.

The challenge was to create a different and fresh idea within traditional outdoor advertising media.

Money Heist, one of the most successful series in Netflix history, launched its last season, and fans were asking thousands of questions on social media about what would happen.

As opposed to what series usually do, we decided to create something unprecedented and... answer them.

We turned fans’ most frequently asked questions into billboards and put them out in the streets along with their answers.

The twist? People had to find both and match them to find the truth.

30 questions, 30 answers, spread across 28,000 billboards all over Spain that drove everyone crazy. Not only fans but also brands and celebrities teamed up on social media trying to solve the puzzle.

All this amounted to more than 500,000 social media interactions. It became a trending topic for 5 consecutive days and the best run in Netflix series’ history.

Netflix wanted to communicate the launch of the last and long-awaited season of Money Heist, one of the most watched series on their platform and one of the most beloved by fans.

To do so, they needed an outdoor campaign that would create excitement and intrigue among fans and could have an impact not only in one city, but nationwide.

Our approach was to give a spin to the traditional outdoor media and challenge the way films and series are usually promoted, going further than simply using key art or photos of the cast.

As opposed to what shows usually do, we created something unprecedented and solved the queries our fans had about the shows upcoming season.

We turned their most frequently asked questions into billboards and put them out in the streets along with their answers. The twist? People had to find both and match them to find the truth.

30 questions and 30 answers, spread across 28,000 billboards all over Spain (more than 50 cities) that drove everyone crazy.

Our gamified twist on a traditional outdoor campaign got fan excited and teased the most anticipated series in the most unexpected way.

The campaign was a total success, with not only fans but also brands and celebrities teaming up on social media to try and solve the puzzle.

This all amounted to more than 500,000 social media interactions, a trending topic for 5 days in a row and even a collaborative online spreadsheet created by fans to uncover the final season’s plot.

All of this helped us turn Money Heist’s last season into the best run in Netflix series’ history.