Izabella Siurdyna
PR Director at Gong
Gliwice, Poland
TitleThe Art Of Stealing
BriefThe „Lady with an Ermine” by Leonardo Da Vinci is the most valuable painting in the Polish collection. Bought in 2016 by the Polish government for the amount of 100 million Euro. The painting was placed in the National Museum in Kraków and became a symbol of something priceless. To promote a new season of „Lupin”, the Netflix series about the legendary gentleman thief with a real weakness for necklaces, we pulled a heist on the most precious Polish painting. We stole the Lady’s necklace. When all media started asking: WHO HAS DONE IT?!, Assane Diop, the main character of the series, appeared on an OOH right in front of the Lady. With the signature “MERCI MADAME”. He stole not only the Lady's necklace, but also the media attention.
Agency
Campaign The Art Of Stealing
Advertiser Netflix
Brand Netflix

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PostedOctober 2021
Business SectorSubscribers Only
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Media Type Case Study
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Creative Director M...ał B....lc Subscribers Only
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