The campaign’s message, “Inny rytm to nie błąd. To nowa piosenka”, led us to collaborate with Vito Bambino. In his single “Mimo najlepszych chęci”, the artist explores different ways of experiencing the world. Vito also directed the accompanying music video, set in a school, and co-created a collection of campaign merchandise available in Kaufland Polska stores.
We are responsible for the campaign’s strategy, creative concept and collaboration with the artist. We developed assets tailored to individual channels and designed the merchandise collection. We are also managing PR activities and partnerships with influencers and media outlets.
Running from 8 October until the end of November, the campaign spans online video, radio, digital out-of-home (DOOH) and social media. Profits from the merchandise collection will fund additional consultation hours with experts at Fundacja Avalon’s Pomarańczowy Telefon Wsparcia helpline, providing practical support for parents and school staff who want to better understand children’s needs.