People in lockdown. Wearing masks. Afraid. The resistance storyline of the Money Heist had everything to do with the context of the 2021 Pandemic. Especially when we look for character quotes. We wanted fans to share the resistance quotes and generate buzz about the show. But how could we fire up the audience about the Season Finale in a rebellious way, just like the show?

People in lockdown. Wearing masks. Afraid. The resistance storyline of the Money Heist had everything to do with the context of the 2021 Pandemic. Especially when we look for character quotes. We wanted fans to share the resistance quotes and generate buzz about the show. But how could we fire up the audience about the Season Finale in a rebellious way, just like the show?

In Brazil, Money Heist fans have done pretty much everything that is allowed in the show. So we invited them to do something that is not allowed on Netflix: a screenshot of the Money Heist scenes inside the app.

On social media, we explained the step by step:

Open your Netflix app.

Activate subtitles.

Select your favorite quote from any Money Heist season.

Take a screenshot.

Share your favorite Money Heist quotes.

On 08.30.2021 our first activation was on Twitter: we posted a video teaching the audience how to take a screenshot. In addition, a TV spot was released during the break of Jornal Nacional, the most watched news show in Brazil on prime time.

On 08.31.2021 we opened up the online store where the audience could buy the Resistance T-shirts.

On 09.01.2021 we activated the resistance influencers with video content.

On 09.03.2021 the rapper Emicida launched his original song on YouTube and TikTok, inspired by the Resistance quotes. On the same day, the Season Finale was aired on Netflix.