For the launch of the third season of Money Heist, Netflix wanted to create an announcement that felt genuinely relevant to Portuguese audiences.

The idea started with a cultural question: if the gang came to Portugal, what would they steal? And, beyond money or gold, what is truly priceless in Portuguese culture?

The answer led us to one of the country’s most iconic symbols: the secret recipe of Pastéis de Belém, often considered the real gold of Portugal. From this insight, a custom movie-style trailer was developed, placing the Money Heist narrative inside a local cultural obsession.

By transforming national heritage into the target of a new heist, the campaign connected a global series with Portuguese identity in an unexpected, playful and highly local way.