| Title | The Future Peasants (130s) |
| Agency |
McCann Worldgroup Sp. z o.o.
|
| Campaign |
The Future Peasants
|
| Advertiser |
Gazeta.pl, MasterCard, Storytel
|
| Brand |
Gazeta.pl, MasterCard, Storytel
|
| Posted | November 2021 |
| Business Sector | Institutional/Public Interest/Non-Profit Org.
|
| Story | Sometimes if you want to change the future, you need to rewrite the past. Poland is a country of climate deniers, the EU's biggest air polluter threatening our common future. How can we educate the society, and make Poles care about their environment and climate? We decided to draw on our cultural heritage and traditions. We rewrote our national epic and obligatory reading – a 1924 novel “The Peasants”, story about the harmony between men and nature written by Reymont, and we set its plot in 2050 in the center of environmental disaster, based on and predicted by the WWF report. |
| Problem | Władysław Reymont was a Polish writer, novelist and the 1924 laureate of the Nobel Prize in Literature. His best-known work is the award-winning four-volume novel "Chłopi" (The Peasants). He is one of the greatest and most important writers in the history of Polish literature.The Peasants novel contains a realistic picture of the life of the peasant community. It is written in a specific, fluent language, with the use of dialect elements. On one hand, the life of the community of the village of Lipce is determined by the rhythm of nature (individual volumes are entitled with the names of the seasons - starting with "Autumn") and related activities and work on the land, as well as customs and rituals, and on the other hand, the socio-economic changes taking place in the countryside and the related disputes. Reymont's works are obligatory readings in Polish education. |
| Media Type |
Case Study
|
| Entrant Company |
McCANN Poland
|
| Executive Creative Director |
Marcin Sosinski
|
| Creative Director |
Bartek Klimaszewski
|
| Senior Copywriter |
Natalia Karawajczyk
|
| Senior Art Director |
Bartosz Włodarczyk
|
| Art Director |
Janka Szwykowska
|
| Copywriter |
Łukasz Kołakowski
|
| Junior Copywriter |
Zbigniew Marczak
|
| Junior Art Director / Designer |
Jan Cieślak
|
| Motion Designer |
Vladislav Kravets
|
| Junior Motion Designer |
Magdalena Bąk
|
| Motion Designer |
Małgorzata Wojtkowiak
|
| Traffic Manager |
Jędrek Zamorowski
|
| Post Production Manager |
Rafał Jastrzębski
|
| Strategy Director |
Marcin Samek
|
| Associate Digital Director / PR |
Dawid Kaźmierczak
|
| Head Of Social Media |
Natalia Żmuda
|
| Agency Producer |
Dominika Grzegdala
|
| Chief Creative Officer |
Catalin Dobre
|
| Global ECD, CCO McCANN Europe |
Adrian Botan
|
| Post Production - NOVINASTUDIO |
Grzegorz Nowiński
|
| Craft & Momentum Worldwide |
Mariusz Otowski, Radek Florczak, Marek Tomaszewski
|
| Craft & Momentum Worldwide |
Maciej Grzeszek, Dawid Pierzak
|
| Marketing Director - Storytel |
Jakub Barzak
|
| Project Manager - Storytel |
Justyna Zarejko
|
| PR Manager - Storytel |
Karolina Kawska
|
| VP Area Marketing, CEE - Mastercard |
Marta Życińska
|
| Marketing Director - Mastercard |
Jerzy Hołub
|
| Manager, Consumer Marketing - Mastercard |
Marta Borówka
|
| Marketing Director - Gazeta |
Michał Rutkowski
|
| Brand Development Director - Gazeta |
Marzena Szkolak
|
| Marketing And Brand Strategy Manager - Gazeta |
Bohdan Pękacki
|
| Project Manager - Gazeta |
Monika Paczka
|
| Author |
Cezary Zbierzchowski
|
| Ilustrator - 422post |
Grzegorz Bobrowski
|
| Painter |
Maja Kobylińska
|