Biuro Podróży Reklamy won the Bronze Medallion in New York Advertising and Marketing Effectiveness Awards AME for the campaign for Szlachetna Paczka in Public Relations category. This is the first prize in 10 years and the second one in the history of the contest awarded to an agency from Poland.
“Szlachetny Projekt Filmowy” prepared by Biuro Podróży Reklamy for Stowarzyszenie Wiosna aimed to support Szlachetna Paczka project.
As part of the campaign 5 movie posters with 11 leading Polish actors appeared in November 2015 in Multikino cinema chain and on billboards. Cinema lovers could follow interviews with the stars on YouTube and film critics published reviews of prerelease viewings.
Advertising materials of “cinema premieres” titled: “Wyblakłe marzenia”, “Mamy czas”, “Brzemię”, “Rachunek życia” and “Jutro było wczoraj” starred famous Polish actors: Jan Nowicki, Anna Seniuk, Piotr Adamczyk, Agnieszka Dygant, Barbara Kurdej-Szatan, Rafał Królikowski, Tomasz Sapryk, Julia Kamińska, Jarosław Boberek, Tomasz Schimscheiner and Magdalena Schejbal. The actors appeared also in promotional film materials on YouTube (among others with Jan Nowicki, Julia Kamińska, Tomasz Sapryk or Magdalena Schejbal) and film critics and bloggers were invited to publish reviews of prerelease viewings.
The movies were not, however, the newest productions, as they have never been created. They showed, however, real stories of charges of Szlachetna Paczka. The idea of the campaign was to show that life writes all sorts of scenarios, sometimes very moving and dramatic, but in contrast to a film production, which we all just passively watch, by taking part in Szlachetna Paczka you can become its director to some extent and by helping you can give an impulse for a change and building a better finale for the presented stories. The “conspiracy” was disclosed under the headline “Don’t be a viewer, be a director. Take part in Szlachetna Paczka”. The climax of the campaign was a “false” premiere, when, instead of the movie, “Szlachetna Paczka report on poverty in Poland” was screened (what was the surprise of the celebrities and press reporters invited!).
AME is not the first prize for the campaign prepared and carried out by Biuro Podróży Reklamy. It has already been awarded the main prize in Social Campaign of the Year contest organized by KampanieSpoleczne.pl and Fundacja Komunikacji Społecznej, it received a statuette in Złote Spinacze contest organized by the Polish Public Relations Consultancies Association and a special prize in Kreatura 2016 contest.
AME Awards (www.ameawards.com) is a New York contest organized since 1994 in which the jury, consisting of marketers, media planners, strategic directors, creative directors and social media experts awards the best and the most effective campaigns from all over the world.