High Five: Poland

A creative way to promote a book sounds challenging. This great idea from an advertising duo NIENAUTNOWAK lets you, quite literally, feel the thrill that the book will deliver. To attract the readers, the team came up with an idea where they gave the new Wojciech Chmielarz thriller to convicted criminals doing their time in prison. The task was to rewrite the whole thing by hand as part of their resocialisation program. The unique copy created in this process will be auctioned and the money earned will be used to buy books for prison libraries.

A never-ending battle between left and right-wing newspapers is currently very strong in Poland. Tyskie - a beer brand that has a tagline ‘much more unites us than divides us’ - launched a creative print campaign last month. They divided a picture of two hands toasting with beer bottles into two antagonist mediums - Newsweek and Sieci. The whole message can only be read when you put the two newspapers next to each other. A cool trick we often see in digital seems to work equally well in print.

In recent months, the whole of Poland was flooded with far-right anti-abortionist billboards, styled as children’s handwriting, with the message - ‘Mum and Dad, please love each other’. Equal rights NGOs came up with a clever response by modifying the copy and launching its own crowdfunded campaign, with the new line reading ‘Mum and Dad, please love me’, underlining that it’s more important for parents love their child. This is crucial for LGBT+ teenagers in Poland as 88% of them are not accepted by their fathers and 75% are not accepted by their mothers.

According to the Global Gender Gap Report 2020, Poland needs 107 years to reach gender equality. This terrifying number inspired the creatives from Must Be Loud to launch a campaign publicising the calculations. They invited influencers to talk about eight key areas of inequality. The timing of the initiative is especially important now that women’s rights are under a heavy attack by the government.

Valentine’s Day communication is usually quite predictable. That’s probably why we wanted to do something non-standard this time. After a very complicated year some people might actually be more interested in finishing their relationships rather than starting something new. We connected this idea with the fact that Zalando is launching a Pre-Owned platform where you can buy and sell pre-owned clothes. Needless to say our planet is the main beneficiary of such initiatives. In our film you can see people getting rid of their ex’s clothes. We gave them a better solution – rather than throwing it away, sell it on Zalando Pre-owned.