Leroy Merlin · France · 2025Creative Commerce · Social · Promo
The Password Heist.
Leroy Merlin turns a widely discussed password story into a security-camera promotion.
- Brand
- Leroy Merlin
- Market
- France
- Region
- Global
- Year
- 2025
Campaign images
The challenge
Make a home-security offer relevant to a fast-moving public conversation with a simple organic idea.
The idea
Responding to news around the Louvre heist and a reported weak password, the retailer hints at a hidden promotional code in a social post. Audiences solve the reference to unlock an online offer on security products, turning the news conversation into a small shopping puzzle.
Case study source: Gerety Awards 2026 Source ↗
Credits
- Client / Brand
- Leroy Merlin
- Chief Creative Officer
- Stéphane Xiberras; Ivan Beczkowski
- Creative Director
- Matthieu Bouilhot
- Copywriter
- Josefina Mateo Burton
- Art Director
- Ezequiel Scarpini
- Strategy
- Etienne Averseng
