This is Science & Sunshine’s latest project for Lay’s x Netflix to launch the new limited edition Money Heist: Korea flavours in Saudi Arabia - The Professor (Kimchi Noodle), Tokyo (Wasabi & Ginger) and Denver (Spicy Ranch). Leaning into the world of the Money Heist franchise, we created a disruptive integrated campaign to announce the new flavours by doing a heist of our own and amplifying it across every touchpoint. We kicked off the heist with a stunt by “stealing” all the Lay’s chips off the shelves in a few supermarkets and leaving a not so subtle hint - graffiti of the iconic Money Heist: Korea mask on the shelves. Then we hijacked Lay's Arabia’s instagram account and left a few more clues, and did the same on their OOH across the Kingdom. When the internet was buzzing with theories and the supermarket shelves were restocked with our new flavours, we dropped a film showing people the backstory of what happened when the Money Heist: Korea crew stormed the Lay’s factory in Riyadh - this time the crew wasn’t stealing anything, but rather, creating three epic new flavours. “Eye Witnesses” at the factory gave their statements to the press - we got it all on camera and amplified the main film with three follow up films on social media. The campaign also extended to on ground sampling at malls across the country as well as amplifications on social and Tiktok through influencers. Money Heist: Korea is the next installment of Netflix’s hit series La Casa De Papel, and we wanted to immerse Lay’s fans into that world of drama, heists, action and blur the lines between entertainment and reality. Working off the Lay’s communication platform “shows need Lay’s” we saw a natural fit between the storyline of the series and the launch of the new flavours to create a memorable and intriguing campaign for our Saudi audience.