Netflix | Berlim The Cruise Heist

Challenge

We aimed to launch the spin-off of La Casa de Papel – Berlin in Brazil. However,
its release date was set for December 28, a time when people are traveling
and Netflix viewership is typically lower.

Insight

To launch Berlin in Brazil, featuring the world’s greatest jewel thief, we teamed up with the country’s most famous MCs to create a national stunt. We took advantage of the biggest social media event of the year: Neymar’s Cruise—
a cruise where all the top MCs were invited, and naturally, all their jewelry would be together for one night. Coincidentally, it was also the show’s official release date. The MCs posted on their social media that they had lost their jewelry.
And the internet did the rest.