WARSAW, POLAND — Gong, part of Group One, Serviceplan Group’s House of Communication in Poland, created ‘The Art of Stealing’, a unique campaign to promote the Netflix hit series ‘Lupin.’
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.’
CREDITS
Agency: Gong
Client: Netflix
Title: The Art of Stealing
CREATIVE DIRECTOR: Michał Bucholc
COMMUNICATIONS AND SOCIAL MEDIA DIRECTOR: Edyta Maciejewska
ART DIRECTOR: Tomasz Loska, Łukasz Liszka
COPYWRITER: Artur Karwala, Adam Tokarski
ACCOUNT DIRECTOR (AGENCY): Natalia Cichoń
SENIOR PLANNER: Kamil Chwajol, Joanna Rychlicka
PR DIRECTOR: Izabella Siurdyna
PHOTOGRAPHER: Grzegorz Łach
DIGITAL PRODUCTION: Teresa Skorupa
SOCIAL MEDIA MANAGER: Justyna Kwiecień
CHANNEL MANAGER: Marta Skiba
NETFLIX SENIOR MARKETING MANAGER: Alecsandra Roman
NATIONAL MUSEUM IN KRAKÓW: Manager Dagmara Marcinek, Karolina Łachman, Marta Młynarska
