Cultural / Context information for the jury

Money Heist has been one of the most successful IPs of Netflix. The crime drama had become both an international and local sensation, amassing legions of die-hard fans. We knew our fans had made a huge degree of investment with this show and had a deep emotional attachment with the characters and moments of Money Heist. We wanted to celebrate this and offer them a unique experience. Our creative idea was deep-rooted in the insight that when a fan is made to feel special, they share their experience with others which makes them feel more elevated and gratified. It is a sense of pride and contentment in sharing back their experience through shared enthusiasm. From the virtual realm of communication, we wanted to extend the fandom into the real world. We went about creating “physical memorabilia” for our fans. A Souvenir to remember the journey.

Please outline how the work was adapted, modified or was innovative

In a first-of-its-kind innovation we created a newspaper ad as a collectible innovation! The cut-outs of the Money Heist characters could be pulled out from the newspaper and used as stickers by the fans of the show, literally bringing the beloved characters into people's homes. Creating stickers with adhesive and perforation, on a newspaper, had both technological and timeline constraints. It couldn’t be executed on regular newspaper printing machines as gumming and pasting wouldn’t allow us to do so. Quality stickers demanded special paper too. Delivered with perfection to more than 5 million homes, these papers were manually folded as machine did not support folding of this thick paper either. From conceptualization to the final delivery, it was a 45-day long process. Money Heist fans of Mumbai and Delhi woke up to a sweet surprise as they found their favourite Money Heist characters delivered as collectibles with their morning news!