Netflix "Piazza de Papel" by Publicis Groupe Italy

Netflix marks the third part of La Casa de Papel with a grand (hand) gesture.

The show tells the stories of modern-era Robin Hoods who take over symbols of financial power, so Netflix followed suit. The brand revamped Milan’s Piazza Affari by erecting a 15m-high statue of a red-hooded thief at the financial hub. It turned the giant middle finger created by artist Maurizio Cattelan, which is placed in front of the Italian stock exchange, into its own hand.

The strange figure appeared two days before the show’s launch, bringing together 5,000 fans who gathered in front of the statue for a public premiere of the first two episodes.

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