In "The Art of Stealing" we pulled a heist on the most valuable painting in Poland. We stole the necklace from Da Vinci's "Lady with an Ermine."

We told this story just like the Lupin series. A mysterious crime followed by a reveal of its mastermind. All with just two billboards located next to the National Museum (where the original Lady is kept). One showing the "robbed" Lady and the other one revealing the famous thief.

This story was easily shareable in all media: one photo was enough to tell it. Results? The campaign made Lupin #1 trending series.

Situation: For Season S2 we were challenged to bring Arsene Lupin from the show to the newspapers headlines in Poland through a very local idea that will stimulate Poles' wittiness.

Brief: Create a ‘Lupin’ stunt that breaks out of the clutter and fits perfectly into the context of the series.

Objectives: To drive a word of mouth. We wanted people to talk about it, but we also wanted everyone to feel the spirit of the show before they even see the trailer.

We asked ourselves: "If Lupin lived here in Poland, what would be the most precious thing he could steal?". Definitely, the Lady with an Ermine, the famous work of Leonardo da Vinci, painted a few years before Mona Lisa. Estimated at around 300 million Euros, it remains the most valuable piece of art in Poland.

But how to run our stunt in an entertaining way and engage a serious institution such as the National Museum to pull off the heist with us?

The theft of the painting would be too obvious. Besides, it could trigger negative comments, after all, no one likes it when a national treasure disappears.

That's how we came up with the idea of stealing from a painting, rather than the painting itself. We decided to steal the Lady’s necklace. A perfect fit for Lupin known for his weakness for necklaces.

We needed to make a buzz around the upcoming premiere. Our goal was to create a campaign that would mirror the show’s flair and finesse and nothing says ‘gentleman thief’ more than a high stake museum heist. So we created one.

We partnered with the National Museum to use the front of the building where current exhibitions are usually showcased. On a giant mesh we showed Lady with an Ermine, but with one crucial difference: her famous black necklace was missing. Who could be responsible for such a crime? The mystery is quickly solved on a billboard nearby where Lupin charmingly says ‚Merci Madame’ while holding his new treasure. The activation was amplified via social media, with National Museum pondering who’s at fault and Netflix and Omar Sy (actor portraying Lupin) replying with humor, characteristic for the series. The precise location of OOH allowed us to tell our story without overexplaining, letting people feel like Lupin himself when he solves different mysteries.

Our main goal was achieved - everyone asked about Lupin, and the series became the most trending series on Netflix Poland.

Results:

– No 1 trending on Netflix in Poland

– Over 30 headlines in media articles

– Reach: 2,5 MLN

– Engagement: 10 000

Media coverage was 100% positive; mostly informative, with additional info about the series and with an appreciation of Netflix marketing activities.