Netflix put fans on a plane to block 'Money Heist' spoilers

Stunt by Publicis marked beginning of final series in Italy

Published On
Sep 07, 2021

Editor's Pick

Netflix went to extreme lengths to publicize the final series of "Money Heist' in the Italian market; it trapped the show's superfans on a plane for five hours to prevent spoilers.

In a stunt by Publicis Italy, the streaming giant invited 100 Italian fans of the show to a special screening in Madrid of volume one of the final, fifth series of "Money Heist," ( known as "La Casa de Papel" in Italy). The flight took off from Genoa airport on Sept. 3 but unbeknownst to the fans, they weren't actually going to Madrid. Instead, they spent five hours in the air, watching the entire series but unable to post any spoilers on social media. By the time they landed, other, less spoiler-inclined, viewers would have had a chance to digest the series.

As well as being a fun way to publicize the series, and to reward fans, the work also highlights an interesting fact;  according to Brandwatch research, as many as 12.5% of online conversations related to a single show are spoilers, which peak in the very first hours of the release.


Sep 07, 2021
Client :
Agency :
Global CCO Publicis WW :
Bruno Bertelli
Cristiana Boccassini
Executive Creative Director :
Michele Picci
Creative Director :
Alessandro Candito
Senior Art Director :
Andrea Raia
Senior Copywriter :
Matteo Gatto
Client Service Director :
Ilaria Lorenzetti
Account Director :
Dalila Salhi
Account Manager :
Dario Gambera
Junior Account :
Flaminia Costanzi
Data Strategist :
Andrea Battista
Senior Social Media Manager :
Federico Guidera
Senior Project Manager :
Vittorio Cafiero
Project Manager :
Ornella Scarparo
Head of Production :
Francesca Zazzera
Producer :
Erica Lora Lamia
Producer :
Beatrice Pepe
Event and Communication Agency :
Paride Vitale
Founder & CEO :
Paride Vitale
Event Manager :
Maria Teresa Frezza
Event Specialist :
Elisabetta Savoia
Digital Pr Manager :
Chiara Amendola
Director :
Simone Godano
Production Company :
Executive Producer :
Leonardo Godano
Producer :
Cecilia Passa
Leonardo Mirabilia
Editor :
Enrico Munarini

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