THE ART OF STEALING

Creative idea

Lady with an Ermine by da Vinci is the most valuable painting in Poland, acquired in 2016 by the Polish National Museum for over EUR 100 million. To promote Lupin, Netflix hit series about a thief with a soft spot of necklaces. In cooperation with the Museum, we exhibited a replica of a painting, where the lady had her famous necklace removed. We also placed replica inside Museum and we teased the necklace disappearance on Museum Twitter. Everyone asked 'Who did it?” and the answer was in front of them. We bought an OOH ad outside the museum with Lupin holding the necklace saying 'Merci Madame'. 

Brand name: Netflix
Advertiser / client: Netflix
Product / service: Lupin Season 2
Campaign name: THE ART OF STEALING
Agency network: SERVICEPLAN
Agency: GONG
Creative director: Michał Bucholc
Art director: Tomasz Loska, Łukasz Liszka
Copywriter: Artur Karwala, Adam Tokarski
Account director (agency): Natalia Cichoń
Senior planner: Kamil Chwajol, Joanna Rychlicka
Pr director: Izabella Siurdyna
Photographer: Grzegorz Łach
Digital production: Teresa Skorupa
Additional company: Edyta Maciejewska, SOCIAL MEDIA DIRECTOR Justyna Kwiecień, SOCIAL MEDIA MANAGER Marta Skiba, CHANNEL MANAGER Piotr Stawowiak, Associate Creative Director Alecsandra Roman, Netflix Senior Marketing Manager Katarzyna Zagól-Sudomir, Marketing Manager | Central & Eastern Europe Dagmara Marcinek, Karolina Łachman, Marta Młynarska | National Museum