In Red Notice, Dwayne Johnson plays an FBI agent who is hunting down the world's best art thieves, played by Gal Gadot and Ryan Reynolds. As the biggest Netflix release to date, the film's debut in Germany was an exciting challenge for us to generate buzz and excitement. With this in mind, we crafted a challenge that would fully engage audiences and would generate even more views.

In our campaign, you could compete with them and become an art thief yourself. Completely legal. Because eight valuable, contemporary works of art were divided amongst hundreds of Red Notice posters scattered throughout Germany. If you were the first to find one of them, you could simply steal it! And all of this without the danger of being internationally sought after.

The project gained the desired buzz online, and the artworks were stolen after 3,5 days. We also got critical acclaim from the ADC Germany.

Credits:

Agency: Agentur XY GmbH

ECD: Michael Kittel

Concept & Art Direction: Maarten Dijk

Project Manager: Fabian Ruhe

Gallery: Ruttkowski;

Technical Development: Woodland Studios

Video: CHUNK Filmproduktion GmbH