| Titulo | 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. |
| Agência | Gong |
| Campanha | The Art Of Stealing |
| Anunciante | Netflix, Inc. |
| Marca | Netflix |
| Posted | Outubro 2021 |
| Sector Empresarial | Produção cinematográfica |
| História | 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’. |
| Tipo de Mídia | Case Study |
| Comprimento | |
| Director criativo | Michał Bucholc |
| Director de arte | Tomasz Loska |
| Director de arte | Łukasz Liszka |
| Redator | Artur Karwala |
| Redator | Adam Tokarski |
| Director de contas | Natalia Cichoń |
| Senior Planner | Kamil Chwajol |
| Senior Planner | Joanna Rychlicka |
| PR Director | Izabella Siurdyna |
| Fotógrafo | Grzegorz Łach |
| Digital Production | Teresa Skorupa |
| Social Media Director | Edyta Maciejewska |
| Social Media Manager | Justyna Kwiecień |
| Channel Manager | Marta Skiba |
| Director assistente criativo | Piotr Stawowiak |
| Director de publicidade | Alecsandra Roman |
| Director de publicidade | Katarzyna Zagól-Sudomir |
| Director de publicidade | Dagmara Marcinek |
| Director de publicidade | Karolina Łachman |
| Director de publicidade | Marta Młynarska |