When launching a new TV show, you have to make sure the main character pops on the poster. But for the new season of Lupin, we had to switch it up since the main character of the show is all about staying hidden. Lupin On The Move is a digital poster campaign where the star doesn't show up much, making fans play detective across 1500 billboards in France — trying to catch him. The trick? Only one billboard had Lupin at any given time. The lucky ones who spotted him got the most wanted reward: exclusive access to the show’s content. Instead of just placing posters around, we immersed fans into the series, helping Lupin become the #1 series in France.