Netflix ••• The Diamond Heist

Stunt / OOH / Press / Social

For the launch of The Diamond Heist, Guy Ritchie’s first documentary on Netflix, we wanted to deliver a campaign as audacious as the heist that inspired it. The series chronicles what would have been the biggest heist in UK history — the attempted theft of a 203-carat diamond worth £350 million from the Millennium Dome in 2000. The campaign ran in two parts. First, was a media takeover of The Sun newspaper, including a cover-wrapped with a recreation of its original headline from the day of the heist — “I’M ONLY HERE FOR DE BEERS” — the first time The Sun has recreated one of its historic front pages as a cover wrap. The takeover continued inside with a series of nostalgic ads, inspired by the raid and designed to look that they could have run 25 years ago. Then came the attention-grabbing special-build billboard on Clapham High Street containing a proper, authentic 9-carat diamond affixed to it in a specially lit display case, complete with CCTV cameras and on-site security. We gave the public 48 hours to attempt their own heists, but with nobody up to the challenge, real diamond influencer Jeremy Lynch stepped up and planned a heist all of his own. The results? Multiple news outlets covering the stunt including ITV News, over 4 million views on social channels and The Diamond Heist straight in at number 1 on Netflix’s most-watched series. Take a look at how it all played out…