A viral TikTok Branded Effect for the final season of Money Heist.

Netflix was looking for an innovative way to grow awareness of the much anticipated final season of Money Heist (La Casa de Papel) in Brazil.

So that fans could actively participate in promoting the show, they produced an original song with lyrics inspired by the series starring Brazilian rapper Emicida, and launched a Branded Hashtag challenge on TikTok encouraging fans to duet with the artist.

They came to Genero to create a Branded Effect filter that would enhance the challenge, putting fans at the heart of the conversation and generating valuable earned media.

International production company Lightfarm Studios were commissioned for the project. They created a filter which connects to the lyrics of the rap and allows users to dialogue in real time with Emicida. 

Fans can also wear the iconic Salvador Dali mask  from the series and additional animations such as explosions and flying money all sync in real-time with the beat.

The filter took the hashtag challenge to a whole new level, and the campaign saw incredible results.

During the activation period: