NETFLIX
Hard Facts:
MONEY HEIST
The Spanish production “Money Heist” is the most-watched non-English-language series on NETFLIX. It is now the most popular Spanish-language series and the third most popular series on IMDb (Internet Movie Database).
Accordingly, there is also a huge fan base in Germany. And even those who haven't seen the series themselves are familiar with the distinctive red overalls and the iconic Salvador Dali masks.
When it came to the launch of the fifth season, it was clear that we could fully rely on the familiarity of “La casa del papel” - the original title of the series - and focus on the various characters with their city code names.
For this mural campaign, we wanted the characters to have their very own illustration style, based on the official international creatives, but clearly creating their own visual language.
On September 3, 2021, all 11 murals in Germany were completed & unveiled at the same time and the hype surrounding the mysterious paintings was not long in coming. After just a few days, the various newspaper reports in the local media were also displayed as a trending topic on Google News.
The community at NETFLIX itself was also completely over the moon and the first post about our murals cracked 100,000 likes on the streaming provider's social media channels within a few hours.
