Lupin ‘steals’ luxury brands for Netflix marketing campaign

Lupin ‘steals’ luxury brands for Netflix marketing campaign

For the launch of Lupin Part 3 - and as part of our social campaign for the show, we robbed famous luxury brands' billboards in the heart of Paris during Fashion Week.

Why

After a two-year hiatus, Lupin Part 3 marks the return of an iconic series and character: Assane, a contemporary gentleman thief, orchestrating heists across Paris. The long wait between parts and a saturated entertainment market made it imperative to re-ignite viewer engagement and introduce the franchise to untapped audiences.

Objectives:

1- Reignite & Broaden Lupin Enthusiasm. Inspire renewed excitement among existing fans while extending appeal to wider audiences.

2- Enrich Lupin's Universe. Enhance the show’s iconic appeal through distinctive assets.

3- Position Lupin as the year's unmatched blockbuster. Maintain a commitment to innovative and spellbinding narratives that captivate both media and viewers.

Solution:

We aimed to transform renowned luxury symbols into witty clues, conveying Lupin's essence of artful deception. At the crossroads of fiction and reality, we take away rather than add, inviting the viewer into an intimate dance of deduction and allure.

The campaign brilliantly capitalizes on outdoor advertising's vast reach and public engagement potential, using Paris' iconic luxury billboards to blend the myth of Lupin with high fashion. By launching during Paris Fashion Week, it gained unprecedented visibility, connecting the historic allure of Lupin with contemporary culture in a public, impactful manner, thus making Lupin's return unmissable.

The "Missing Jewels" campaign achieved remarkable success.

With social and media coverage across several countries, visibility was great with +10M organic impressions and +70 press mentions in 30 different countries

The "Missing Jewels" campaign achieved remarkable success.

With social and media coverage across several countries, visibility was great with +10M organic impressions and +70 press mentions in 30 different countries

+70

press mentions in 30 different countries

+10M

organic impressions

#1

show on Netflix worldwide

An award-winning campaign

The campaign's innovative approach and significant impact have not gone unnoticed. It has garnered several prestigious awards in marketing and advertising, celebrating its creative brilliance and effectiveness in engaging audiences while promoting the Lupin Netflix show.

Cannes Lions 2024

  • Shortlisted - Ourdoor Campaign

Club des DA / French ADC

  • Bronze - Com. Craft/Image - Photographie - Affiche / presse
  • Bronze  - Com. Craft/DA - Direction Artistique - Affichage

El Sol Festival:

  • Silver - Outdoor
  • Bronze - Print
  • Bronze- Media

New York Festivals

  • Finalist - Outdoor - Craft - Art Direction
  • Finalist - Outdoor - Best Use - Billboards/Posters
  • Finalist - Print - Craft - Art Direction

The One Show: Shortlisted

This case study showcases how creative storytelling and strategic marketing can blur the lines between fiction and reality, creating a compelling and memorable promotional campaign. Netflix's ‘Missing Jewels’ campaign for Lupin Part 3 not only captured the essence of the show but also successfully engaged viewers and increased anticipation for its latest season.

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