El plan cabo suelto

At Youplanet, we designed and executed a campaign for Estrella Galicia that broke the boundaries between fiction and reality, amplifying its sponsorship of Berlin, the prequel to La Casa de Papel. The campaign started with a live heist of Cristina Pedroche's jewel during the New Year's Eve broadcast, carried out by Berlin, and culminated with a spot solving the mystery. Meanwhile, on social media, we rolled out an independent strategy to generate conversation, virality, and brand awareness.

On Twitter, with an organic approach, we collaborated with Out Of Context Spain, achieving 8 million views. On TikTok, strategic partnerships with key creators multiplied the impact, reaching over 16 million views.

In the second phase, the Cabo Suelto plan, we invited the community to retrieve 10 Estrella Galicia bottles with clues shared via a WhatsApp channel and local creators. For 4 weeks, each location activated unique dynamics and irresistible rewards, like €3,000 trips. The multichannel strategy, with special events and like-minded collaborators, generated 24.5 million impressions and massive engagement.

At the agency, we are proud to have created a comprehensive campaign that connected television, social media, and physical activations, establishing Estrella Galicia as an innovative and approachable brand.