FFxLCDP: Plan İstanbul
- Client
- Garena
- Partner
- Netflix
- Role
- Cultural StrategyCreative StrategyCelebrity PartnershipStrategic Direction
Turning Istanbul into the missing character of La Casa de Papel.
La Casa de Papel had named its iconic characters after cities like Tokyo, Berlin and Nairobi — but never Istanbul. For Turkish audiences, this created a powerful cultural gap.
At the same time, Free Fire was looking to strengthen its presence in Türkiye. We turned this gap into a local entry point for a global IP collaboration: positioning Istanbul as the missing character of La Casa de Papel inside the Free Fire universe.
The project connected Netflix's global hit series, Free Fire's gaming world and Türkiye's youth culture through one cinematic local story. With creative development by TBWA Istanbul and production by Dual Film, the campaign rolled out across film, social and influencer activations.
The result was more than a crossover. It gave Free Fire a culturally relevant role in Türkiye and helped the game reach #1 on both the App Store and Google Play rankings.
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