In 2023–2024, the Kunsthaus Zürich faced a major PR crisis: two masterpieces vanished, shifting global media focus away from its upcoming exhibitions. To launch the Marina Abramović retrospective, we asked the world to “Steal Marina’s Artwork” with an integrated pr campaign. +29 hours of submissions, +387% social engagement, record visitor numbers, and +19% membership growth. The stolen-art narrative was turned into a participatory triumph.