Lupin / Netflix - "The Missing Jewels"

Brief:

Netflix's iconic show, Lupin returned to our screens after a two-year hiatus, continuing its narrative of a contemporary gentleman thief, Assane, orchestrating heists across Paris. The long wait and a saturated entertainment market made it imperative to re-spark 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. Establish deeper iconicity through distinctive assets, laying a robust foundation for potential sequels and spin-offs.

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

The myth of Lupin is deeply rooted in French culture. He is one of the most popular characters in French literature and has been adapted many times for film and television.

The campaign mimicked iconic luxury jewellery ads but contained subtle clues about Lupin's thefts - which created a buzz around the series and contributed to its international popularity. 

The campaign was launched during Paris Fashion Week, a high-profile event, attracting visitors from all over the world. This came as a great opportunity to reach a global audience with an original and intriguing creative idea, whilst maximizing the media coverage.

So far the campaign has won gold in Print Craft at the Epica Awards, the creativity festival judged by highly experienced advertising journalists.