Gong Creates Art Intervention Of Iconic Da Vinci Painting To Promote Netflix Hit Series "Lupin" In Poland

Nov. 30, 2021

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".