Netflix's Money Heist (La Casa de Papel) tells the stories of modern-era Robin Hoods specialised in taking over symbols of financial power. To celebrate the launch of the third season of the show, Netflix and Publicis Groupe Italy did just the same.
Two days before the season's official launch, Milan woke up to discover that a statue of a red-hooded thief (the costume worn by those in the show) had taken over Piazza Affari: the seat of Italian financial power. In doing so, Netflix turned the giant middle finger - a statue created by visionary artist Maurizio Cattelan placed right in front of the stock exchange - into its own hand.
The night before the launch, the takeover of Piazza Affari was completed with a public screening of the first two episodes of season three, surprising more than 5000 enthusiastic fans gathered in front of the statue.
During the official launch period (18th to 22nd of July) more than 57.3K posts have been published, generating over 1.6 million interactions.