This idea practically writes itself. Lay’s partnered up with Netflix to promote a double-launch: Money Heist: Korea, alongside the bold new Lay’s flavours that complement the show. With two localized campaigns that dropped in South Africa and Saudi Arabia, we brought people into the Money Heist world in a way that fans would appreciate: by doing a heist. Taking the Lay’s factory by storm, the Money Heist: Korea crew created their own flavours and brought them to the people, in a limited edition treat for all. But the heist did not stop there. We emptied store shelves of all other flavours, created eye-popping outdoor pieces and held exclusive interviews with some of the members involved in the heist.