| Title | THE ART OF STEALING |
| Brand | NETFLIX |
| Product/Service | LUPIN SEASON 2 |
| Category |
F05. Cultural Insight |
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Entrant
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GONG Gliwice, POLAND
|
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Idea Creation
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GONG Gliwice, POLAND
|
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Media Placement
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WAVEMAKER Warsaw, POLAND
|
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PR
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MSL Warsaw, POLAND
|
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Production
|
GONG Gliwice, POLAND
|
Credits
| Michał Bucholc |
GONG |
Creative Director |
| Artur Karwala |
GONG |
Senior Copywriter |
| Adam Tokarski |
GONG |
Senior Copywriter |
| Piotr Stawowiak |
GONG |
Associate Creative Director |
| Edyta Maciejewska |
GONG |
Social Media Director |
| Justyna Kwiecień |
GONG |
Social Media Manager |
| Marta Skiba |
GONG |
Channel Manager |
| Tomasz Loska |
GONG |
Art Director |
| Łukasz Liszka |
GONG |
Art Director |
| Natalia Cichoń |
GONG |
Senior Account Manager |
| Teresa Skorupa |
GONG |
Project Manager |
| Grzegorz Łach |
WhoMan Media |
Photographer |
| Kamil Chwajol |
Wavemaker |
Media Planner |
| Joanna Rychlicka |
GONG |
Media Planner |
| Izabella Siurdyna |
MSL Group |
PR Director |
| Anna Buss |
MSL Group |
Junior PR Manager |
| Alecsandra Roman |
Netflix |
Netflix Senior Marketing Manager |
| Katarzyna Zagól-Sudomir |
Netflix |
Netflix Marketing Manager |
| Dagmara Marcinek |
National Museum in Cracow |
National Museum in Cracow |
| Karolina Łachman |
National Museum in Cracow |
National Museum in Cracow |
| Marta Młynarska |
National Museum in Cracow |
National Museum in Cracow |
Please tell us about the cultural insight that inspired the work
“Lady with an Ermine” by Leonardo Da Vinci is the most valuable painting in the Polish collection. The context in which “Lady with an Ermine” arrived in Poland was a very important part of the idea. It was a widely discussed purchase, made by the Polish government for the amount of 100 million Euro. The painting was placed in the Museum in Kraków and became a symbol of something priceless. That is why, while promoting the new season of Lupin, the Netflix series about the legendary gentleman thief, we have decided to steal the Lady's... necklace! When all media started asking: WHO HAS DONE IT?!, on the OOH right in front of the Lady's nose appeared Assane Diop, the main character of the series, with the signature “MERCI MADAME”. He stole not only the Lady's necklace, but also attention of all OOH recipients, including the national media.