The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Innovation / Use of Media in Out of Home
Annual ID
OS24_OH025S
About the Work
When launching a new TV show, it’s important to place the main character big centered on the poster.
However, to launch the new season of Lupin, we needed to do something different, as our star is characterized by hiding all the time.
Lupin on the move is an unusual digital poster campaign, where Lupin passes by and most of the time, he does not appear on screen.
We challenged fans to catch him, but it was not an easy task, as out of 1500 billboards all over France, only 1 was programmed to feature lupin at any given time.
The lucky few who captured him got the most wanted reward: early access to the show’s trailer.
Instead of merely placing posters around the city,
we immersed fans in the series plot, helping Lupin become the #1 series in France.
However, to launch the new season of Lupin, we needed to do something different, as our star is characterized by hiding all the time.
Lupin on the move is an unusual digital poster campaign, where Lupin passes by and most of the time, he does not appear on screen.
We challenged fans to catch him, but it was not an easy task, as out of 1500 billboards all over France, only 1 was programmed to feature lupin at any given time.
The lucky few who captured him got the most wanted reward: early access to the show’s trailer.
Instead of merely placing posters around the city,
we immersed fans in the series plot, helping Lupin become the #1 series in France.
2024 Awards
Total Points: 21
Silver Pencil
Credits
Agency
DAVID / Madrid
Client / Brand
Netflix / Paris
Art Director
Francesc Enrich
Maria Carrillo
Chief Creative Officer
Saulo Rocha
Copywriter
Maud McCaffrey
Creative Director
Pedro Sattin
Sébastien Rouvière
Global Chief Creative Officer
Liz Taylor
Pancho Cassis
Group Creative Director
Ricardo Franco
Producer
Diego Baltazar
Chief Operating Officer
Sylvia Panico
Creative Producer France
Bobby Gruenberg
Group Account Director
Marion Quesada
Sr. Manager Marketing France
Mathieu Abadon
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