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Kaufland Polska and Fundacja Avalon – “Inny rytm to nie błąd. To nowa piosenka”

Kaufland Polska and Fundacja Avalon – “Inny rytm to nie błąd. To nowa piosenka”

We developed a creative concept for a neurodiversity awareness campaign for Kaufland Polska and Fundacja Avalon. Our goal was to encourage adults to understand the needs of neurodivergent children before judging their behaviour.

Together with Vito Bambino, we brought the campaign concept “Inny rytm to nie błąd. To nowa piosenka” to life. The single “Mimo najlepszych chęci”, recorded specifically for the campaign, and its accompanying music video set in a school offer a glimpse into the experiences of neurodivergent children.

Challenge


  • Change the way neurodivergent students are talked about, as they are often perceived as a “problem” in the classroom

  • Help adults see things from the children’s perspective, as they may interpret the same situations very differently

  • Tell a story about neurodiversity in a way that also engages people who are not directly familiar with the subject

Execution


  • We built the concept around the metaphor of a “different rhythm”, connecting neurodiversity with Vito Bambino’s music and giving the campaign a distinctive tagline

  • In collaboration with the artist, we created the song “Mimo najlepszych chęci” and an accompanying music video featuring children. We set the story in a school, where differences in how people perceive the world can have a particularly strong impact on everyday interactions

  • Visually, we focused on dynamic shots and unexpected perspectives. The camera also captures the school environment from a child’s eye level, encouraging viewers to shift their own perspective

  • Vito becomes part of this world alongside the children. Movement and spontaneity contrast with the structured school environment, reinforcing the theme of a “different rhythm”

  • We adapted footage from the music video into shorter campaign assets for use across channels, including YouTube, radio, digital out-of-home (DOOH) and social media

  • We connected the song’s message with an invitation to speak to experts from Fundacja Avalon through its Pomarańczowy Telefon Wsparcia Avalon (Orange Support Helpline)

Effect


  • A cohesive, distinctive creative concept in which the campaign’s core message is brought to life through music. The “different rhythm” metaphor communicates difference in a relatable way, supported by the sensitivity of an artist who resonates with both children and parents

  • The music video offers a glimpse into everyday school life from the perspective of a neurodivergent child. Music and cinematography help convey emotions that adults can easily overlook

  • The video works as a standalone story, while shorter edits retain the same character and emotional impact across campaign formats

Kaufland Polska, Fundacja Avalon

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