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POZNAŃ CITY HALL
POZNAŃ CITY HALL
We Poznań

36.6
Cold days of winter is a perfect time for waming up… the city image. We managed to do that thanks to multi-channeled campaign about respect that made the Poznań famous. In a positive way.
Customer
POZNAŃ CITY HALL
Scope
strategy | creation | video production | PR service | media purchase | social media content | web design
When
2018

BRIEF/THE CHALLENGE

Christmas are times of heighten sensitivity… but also of lack of time. How to pick up socially difficult and avoided subject and create a viral campaign about it?

IDEA/POMYSŁ

Tolerance have boundries and reaching points. One can move them. One can establish them. But it’s just like trying to say that a human being’s body should have other temperature than 36.6. For other people tolerance isn’t enough. Respect is needed. If we erase stereotypes and prejudice then we all are the same. We have basic right for being treated with respect. 36.6 is right for all of us. 

EXECUTION/ACTIVITY

Multi-channel communication was created around the idea.

The campaign had its teaser and ambient in Poznań’s Old Town’s Market. The wide range was a result of viral video and attractive content in Social Media combined with PR activities. 

THE CAMPAIGN


People of Poznań, as it was suited for the subject of the campaign, warmly accepted our action and willingly participated in creation of viral video. By the occasion we were giving away educational leaflets, and the Old Town’s Market was filled with branded balloons during the pre-Christmas weekends.

RESULTS/THE EFFECTS

The campaign has gone far beyond the borders of Poznań, bringing the city dozens of positive articles and materials in nationwide media. 

900 thous.

VIRALOWY FILM
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