Money Heist solidified itself as one of Netflix's greatest series with its intriguing story of criminals successfully heisting The Royal Mint of Spain and producing billions worth of money for themselves.

With its upcoming final season in December 2021, the goal of the campaign was to hype up fans and non-fans about the release of the show.

Taking the title literally, Netflix heisted Philippine money--all the banknotes in the Philippines--turning them, front and back, into ads for the show. This was made possible by creating an AR filter on Instagram that Filipinos could use to instantly transform them, showing iconic scenes from the series.

We wanted to give fans of the title a unique way with mobile technology of experiencing Money Heist--one that would allow them to share their love for the show on their personal social media platforms, so that they recruit new fans to watch the series in the process.

To do this, we stayed true to the show's brand. We gathered all the iconic scenes from the series and created an AR filter that reveals them once it's used on local currency--heisting Philippine money to promote Money Heist in the Philippines.

First, we gathered iconic scenes from the show with visual elements that are also on either the front and back of Philippine banknotes. After that, we designed an AR filter on Instagram that shows a specific scene once it detects a particular visual element on the bill (that can also be found in that scene).

All in all, 12 ads were created for Money Heist by heisting all 6 Philippine banknotes, front and back.

We let fans themselves use the filter, demonstrate its use, and promote it online. Originally just intended for Instagram, fans loved it so much that it quickly spread in the form of discovery and review videos on Facebook, Twitter, and TikTok.

'Literal Money Heist' gained 659,300 + impressions in just a week of release – 3x the average other Instagram AR filters get in a lifetime.

It instantly became Netflix Philippines’ best-performing AR filter.

Most importantly, it propelled Money Heist's finale to be the No. 1 title on Netflix. For 2 weeks straight.