| 标题 | The Art Of Stealing |
| Brief | The „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. |
| 广告公司 | Gong |
| 广告战役 | The Art Of Stealing |
| 广告主 | Netflix, Inc. |
| 品牌 | Netflix |
| Posted | 10月 2021 |
| 行业领域 | 电影制作 |
| 剧情简介 | The campaign centred around Poland’s most valuable painting: Leonardo da Vinci’s ‘Lady with an Ermine’ (thought to be a portrait of Cecilia Gallerani painted by the Italian Renaissance Master around 1490), which was stolen and later recovered in 2016 by the Polish National Museum for over EUR 100 million. ‘Lady with an Ermine’ is the main highlight of the Polish National Museum. To promote Lupin, the Netflix hit series about a thief with a soft spot of necklaces, Gong pulled a heist on "the Lady". In cooperation with the Polish National Museum, they exhibited a fake painting, where the lady had her famous necklace removed. The painting was also presented in the museum to make sure everyone noticed. Everyone asked "Who did it?” and the answer was in front of them. Gong bought an OOH ad outside the museum with Lupin holding the necklace saying "Merci Madame". The innovative campaign caused quite a stir in Poland and was later revealed to be a publicity stunt to promote ‘Lupin’. |
| 媒体类别 | 案例研究 |
| 长度 | |
| 创意总监 | Michał Bucholc |
| 美术指导 | Tomasz Loska |
| 美术指导 | Łukasz Liszka |
| 文案 | Artur Karwala |
| 文案 | Adam Tokarski |
| 客户总监 | Natalia Cichoń |
| Senior Planner | Kamil Chwajol |
| Senior Planner | Joanna Rychlicka |
| PR Director | Izabella Siurdyna |
| 摄影师 | Grzegorz Łach |
| Digital Production | Teresa Skorupa |
| Social Media Director | Edyta Maciejewska |
| Social Media Manager | Justyna Kwiecień |
| Channel Manager | Marta Skiba |
| 联合创意总监 | Piotr Stawowiak |
| 广告经理 | Alecsandra Roman |
| 广告经理 | Katarzyna Zagól-Sudomir |
| 广告经理 | Dagmara Marcinek |
| 广告经理 | Karolina Łachman |
| 广告经理 | Marta Młynarska |