Steal This Campaign · Red Notice · Netflix · 2021

Become an art thief. Completely legal.

In Red Notice, Dwayne Johnson hunts the world's best art thieves, played by Gal Gadot and Ryan Reynolds. For the film's German debut (Netflix's biggest release to date) we turned the audience into the competition.

Eight genuine works of contemporary art were hidden among hundreds of Red Notice posters across Germany. Find one first, and you could simply take it off the wall and keep it: no Interpol notice attached. All eight were gone within 36 hours.

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

Managing Director: Michael Kittel

Concept & Art Direction: Maarten Dijk

Project Manager: Fabian Ruhe

Gallery: Ruttkowski;

Technical Development: Woodland Studios

Video: CHUNK Filmproduktion GmbH