TOGETHER '89-'09 by DDB Warsaw for FUNDACJA PROJEKT: POLSKA

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TOGETHER '89-'09

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Industry Public awareness
Media Promo & PR, Case study
Market Poland
Agency DDB Warsaw
Copywriter Joanna Mazurek
Designer Donata Jonczyk
Released June 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: FUNDACJA PROJEKT: POLSKA
Product/Service: SOCIAL CAMPAIGN
Agency: DDB WARSAW
Date of First Appearance: Jun 4 2009 12:00AM
Entrant Company: DDB WARSAW, POLAND
Senior Art Director: Jozek Dutkiewicz (DDB Warsaw)
Designer: Donata Jonczyk (Tribal DDB)
Programmer: Adam Gontarz (Tribal DDB)
Copywriter: Joanna Mazurek (DDB Warsaw)
Media placement: Internet - Internet-Main Polish Portals - 04/06/2009

Results and Effectiveness
For 24 hours as a symbol of celebrating and recapturing the freedom and the ability of being together once again. We created vision based on the word – “together” and developed it into communication ideas. The mix of traditional and new media was a perfect combination. For one single day Polish people forgot about their daily arguments and acted against political differences. They went out to celebrate. They were together. Just like 20 years ago... Somebody came up with the idea of making the 4th of June the Polish National Day of Freedom.

Creative Execution
To show “togetherness” all the biggest and most important Polish media changed their logos into Solidarity font. All the biggest Polish dailies, all the Internet portals, the biggest Polish community website, the biggest Polish e-commerce platform, the biggest Polish financial portals, everybody changed their logo into the Solidarity font.

Insights, Strategy & the Idea
In 1989 the revolutionary wave swept across the whole Central and Eastern Europe ending the Cold War and the communist era in just a few months. After 20 years the people In Poland, who had been fighting for freedom together, are now far apart. That was the background for starting a new social initiative for all the people and organisations, who wish to actively participate in the celebrations of the changes that began exactly 20 years ago. We created vision based on the word “together” and developed it into communication ideas. We began to build community around www.razem89.pl. We printed most of the materials, and we secured some of the free media. Over 150 NGOs joined the Together'89 initiative. The culmination of the campaign was the 4th of June (20th anniversary of the first democratic Parliament election in Poland) when most important Polish media changed their logo into Solidarity font.