Take a masterpiece of incredible importance and boldly opt not to show it. Our idea was to not focus on the artwork, but on the reactions of the general public. Adding value for prospective bidders as they saw the wonder and desire that the world greeted this masterpiece with. By elevating the painting in the public view, we could show buyers that the world was watching too— increasing the painting’s desirability and value.

Our conversation began with a worldwide tour of the piece. Press, social media and PR announced this global procession. While most viewers could never afford the piece, their attendance was essential, as we placed a hidden camera below the work and captured their real-life reactions. The responses formed an emotional film that showed the shared meaning this artwork held with the world, causing global excitement and potential bidders to stir.

We began with a new name, “The Last da Vinci,” to imply urgency to bidders as we sent the masterpiece on its controversial worldwide tour. Then, as our strategic approach demanded, we chose to influence prospective buyers publicly, by showing them what this work meant to the rest of us. As the masterpiece went on display, we placed a hidden camera below it, capturing the real-life reactions of all who came to see it. As the world looked on, “The Last da Vinci” now looked back. From the response came an emotional film that never shows the painting itself. Instead, it shows the affect the painting has on viewers, making their presence the centerpiece of our campaign and their emotional responses the voice. As the campaign spread online, across social and in the press, thousands more flocked to see the work and new bidders began to stir.

Never before had something like this been done in the art world. New bidders emerged wanting to be known as the owner of “The Last da Vinci”, to feel they were buying a cultural icon of global renown. Over 80,000 people came to pre-sale viewings, the highest number in history. In just three weeks, over 647 million campaign impressions drove interest, buyer speculation and skyrocketed inquiries to Christie’s. The stage was set.

On November 15, the sale obliterated previous records, becoming the most expensive painting ever sold at $450.3 million. Yet, instead of the the sale being the headline, the headline became how it was sold. We created a high-water mark in terms of value, but even higher in terms of sublime marketing strategy. We created a new way to speak directly to prospective buyers through the shared meaning this artwork held with the world.