Situation:

Lupin Part 3 marks the return of an iconic series after a two year hiatus, continuing its narrative of a contemporary gentleman thief orchestrating heists across Paris. The long wait and a saturated entertainment market make it imperative to re-spark viewer engagement and introduce the franchise to untapped audiences.

Brief:

We aimed to transform renowned Parisian 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.

Objectives:

1- Reignite & Broaden 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 "Lupin Part 3" campaign art direction is a strategic blend of absence and elegance, directly mirroring the show's central theme of a thief who steals from the affluent. The visuals omit the expected—jewelry—creating intrigue and embodying Lupin's cunning heists. The use of light and shadow, alongside the luxurious aesthetic, builds a narrative of sophistication and mystery. Logo adaptations hint at brand mimicry, reflecting Lupin's cleverness. The campaign's minimalism captures attention, letting the viewer's anticipation for the unexpected fill the void, while the consistent typography across the ads ties the narrative together, ensuring immediate recognition. This simplicity speaks directly to the audience's intelligence, inviting them into Lupin's world with subtlety and style.

1- Reignite & Broaden Lupin Enthusiasm > This campaign married the local flavor of a French show with Netflix's global reach, engaging devoted Lupin fans and social followers while captivating an untapped, broader audience and verticals. It dominated social conversations a week before and after launch.

2- Enrich Lupin's Universe > By melding its iconic plot and intrigue with real-life, renowned fashion houses, the campaign garnered praise for its creative execution. Its clever, refined approach elevated Netflix and the Lupin IP from a fun, witty family show to a high-stakes, high-standard experience.

3- Position Lupin as the year's unmatched blockbuster > User sharing, extensive PR coverage (+55 articles from global media across 17 countries) and +10 million social organic impressions cumulated. Industry influencers in entertainment and fashion amplified its impact online and offline.