The ‘Lady with an Ermine’ by Leonardo Da Vinci is the most valuable painting in Poland, kept safely at the National Museum in Krakow. Its value is estimated at EUR 300 million.

What draws attention in this masterpiece is the Lady’s necklace of black pearls. One that could easily tempt a legendary thief, Arsene Lupin. To promote S2 of Lupin, we mastered the first heist ever attempted on a painting: we stole The Lady's necklace.

In an unprecedented partnership, we have teamed up with the Krakow Museum and exhibited a replica of the famous painting ... but without the necklace. We also displayed “The Lady…” without the necklace on the Museum's facade and sparked conversation on Social Media. The next day we revealed that Lupin was behind the theft. The thief appeared on OOH, right in front of the Lady, holding the stolen necklace with a short signature “MERCI MADAME".

In a never seen before partnership with the National Museum in Kraków, we pulled a heist at the painting rather than the painting itself. By stealing a necklace from Da Vinci's masterpiece, we stole everyone’s attention.

How we did it? We created a replica of the renaissance masterpiece. One thing was missing: there was no necklace on the Lady’s neck. We exhibited this replica in the main hall. We also exhibited the ‘Lady without a necklace’ on the Museum's facade and started a debate on Social Media.

The next day, when everyone started asking: WHO HAS DONE IT?!, we placed a billboard in front of the “robbed Lady”. With Lupin holding the necklace and a simple message: “MERCI MADAME”. ‘Lady without the necklace’ has become a must-see attraction of the National Museum.