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Brief

Activate the Wisent

Kompania Piwowarska (Polish brewing group) asked us to intensify the image of the wisent. It was felt that the consumers do not identify with it and do not feel its true nature.

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Solutions

The guard of the backwoods

Creating the campaign which would enable the consumers to identify with the male traits of the wisent – authority and protectiveness. The wisent has undergone a makeover- from the passive and inactive observer he has been turned into a decisive and determined defender who actively restores the balance in the environment.

In subsequent scenes of the campaign his male personality traits and attributes essential to the guard of the forest could be seen.