Netflix's Lupin was set to be a true French blockbuster. It's witty, surprising, suspenseful, just like the character that inspired it: Arsène Lupin. It was clear that its launch deserved to be supported by a creative idea that would match the ambition of the series.

The brief was to give life to the show's protagonist's iconic catchphrase "You've seen me but you haven't looked at me" in a stunt that would blow the minds of the French, spark conversation about the show and create the desire to watch it.

In Lupin, the main protagonist Assane Diop has become a true master of disguise. He specializes in posing as “regular folks,” that most people usually chose to ignore: Uber drivers, security officers, etc... Hence the catchphrase "You've seen me but you haven't looked at me." But when the actor playing Assane is Omar Sy, one of France's (and the world’s) most popular stars, it changes everything. Because Omar Sy is not someone one can “see but not look at,” he is so famous that there is nowhere he could go unnoticed.

Unless... Unless he wears some kind of invisibility suit. Like something a subway billposter would wear. That would work, right? Nobody pays attention to them anyway, and he gets to actively promote the show, unnoticed.

Lupin targets mainstream audiences of French TV. Netflix’s Consumer Insights team realised a study on this demographic: content attributes they ranked most important were feels high quality, be filled with twists & turns, immerses oneself in a world that’s really different from their own

In the midst of curfews and lockdowns, this third point has never been more true.

In order to convey a high-quality image, we decided to leverage Omar Sy as he represents first class French entertainment and appeals to mainstream French audiences.

Then we needed to show Lupin’s ability to immerse fans into a new and exciting world. What is the core characteristic of Lupin ? Being able to access any world at any time.We wanted to show French people that watching Lupin would make their world... a world of infinite possibilities.

• Implementation: NetflixFR and Omar Sy posted at the same time

• Timeline: Jan 12 - publication on @NetflixFR and @OmarSy channels

• Placement: Twitter, Facebook, Instagram, Youtube (@NetflixFR) + Omar Sy’s social channels

In 24 hours :

• Reach: the operation was a huge success with more than 8million impressions global cross platform which is 116% higher than the monthly average performance.

• Engagement: With more than 269K interactions and 6,2K comments, the activation generated an amazing amount of great conversations on Omar Sy and Lupin! This activation enhances +52% interactions compared to the monthly average performance.