Ahead of the third season of Lupin, the streamer plastered French cities and Instagram with posters that resembled those of luxury brands – except that the luxurious items being marketed have mysteriously disappeared.

It’s a clever way to remind viewers of the show’s premise, which is about a master jewel thief, Arsène Lupin (Omar Sy).

Netflix worked with marketing agency Jellyfish France to create the campaign, which replicates ads by such luxury brands as Rolex, Chanel, Hermès, Cartier, Celine, and Tiffany & Co, going so far as to even appropriate their logos and brand aesthetics, according to Design Taxi.

Besides Sy, Lupin also stars Ludivine Sagnier, Antoine Gouy, Soufiane Guerrab and Shirine Boutella. George Kay is head writer with Ludovic Bernard, Podz and Xavier Gens directing.

Season three of Lupin premiered on Netflix October 5.

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