For the second part launch of La Casa de Papel, Netflix wanted to leverage the song “Bella Ciao” (Goodbye beautiful) that was present in Part 1 for the campaign launch in April 2018. Generating a lot of buzz, the hymn was not chosen randomly. Originally an Italian folk song, and later an anti-fascist song of resistance and freedom, it was used by the Italians during the Italian Civil War between 1943 and 1945 in their struggle against the fascist Italian Social Republic and its Nazi German allies. How does that relate to the series? Well it is likely that The Professor views robbing the mint as an attack against fascism and that the team is a resistance against the crimes of bankers.
Biborg was briefed on the production of a montage karaoke video for mapping diffusion on various buildings in Paris using the song “Bella Ciao. With the idea being that the song gets stuck in your head, Biborg partnered with Urban Act and Fuse so that the song gets diffused to the public in a fun and entertaining way. Stencils with lyrics of the song were created and integrated on the ground inviting people to sing along. The organisers of the NRJ (a well known French radio station) concert in Lyon used the karaoke video during their event. The karaoke title was a big hit and was sung by more than 9000 people.
Accompanying this activation was a digital out of home format, YouTube Masthead and online homepage takeover adapting the karaoke visual style.
O bella, ciao! bella, ciao! bella, ciao, ciao, ciao!