Case | Netflix | The Art of Stealing

'The Art of Stealing', a unique campaign by Gong to promote the Netflix series Lupin, took a swipe at Poland's most valuable painting, Leonardo da Vinci's ‘Lady with an Ermine’. ‘The Art of Stealing’ is a symbolic heist, which is perfect for Netflix’s hit series about a gentleman burglar.
As part of the campaign, agency Gong got the Polish National Museum to exhibit a fake painting where the necklace was missing. This trick was executed both inside and outside of the museum where Gong bought ad space to feature a promotional image of the painting without necklace, and a Lupin ad on top with main character Sy holding the necklace under the words ‘Merci Madame’.
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