For the launch of Lupin’s new season, Netflix shook up a post-vacation Paris right during Fashion Week by hacking the imagery, art direction, and ads of the biggest luxury brands. The campaign went absolutely viral, with influencers flocking to snap photos in front of the billboards. And the funniest part? We thought we’d face huge legal backlash, but instead, plenty of brands reached out asking to be parodied too! Fueled by this success, the campaign was adapted and deployed in the Netherlands and South America.