As part of a nationwide campaign Colourful Poland, Dekoral Fashion brand explores colour preferences of Poles. The actions, realised since March 2014, include online tool, PR as well as ambient and TV tools. The next stage of the campaign is Metamorphoses competition, whose ambassadors are Karolina Malinowska and Olivier Janiak. The prize in the competition is the metamorphosis of the winner and their apartment under the tutelage of experts. The agency Biuro Podróży Reklamy is responsible for the strategy, creation as well as media buying for the campaign.
The aim of the competition is to select the most interesting compositions created by Internet users. Its main idea is to encourage people to play with colours and present their colour preferences in an ingenious way.
The task for participants is to take a photo of oneself and then, with the use of the application available at www.kolorowapolska.pl/metamorfozy, to arrange the photo with a chosen interior design.
The selection of the winner will be shared between internet users and a professional jury.
In the first stage, internet users will choose the best 30 arrangements. Then, from this pool the best entry will be selected by a jury whose members are, among others, Karolina Malinowska, Olivier Janiak, Kamdi Sosnowska, an architect, and Jola Stefańska, a stylist.
The prize in the competition is a visual metamorphosis of the winner and their apartment under the tutelage of experts.
Karolina Malinowska, a model, and Olivier Janiak are the ambassadors of the competition.
The competition will last till 8th August 2014.
As part of the non-standard campaign Colourful Poland, we have carried out a study of Poles’ favourite colours in terms of people’s age, sex and place of residence. Biuro Podróży Reklamy has conducted the study with the use of the Internet and street surveys in chosen Polish cities. The data gathered in the course of the action are automatically updated at www.KolorowaPolska.pl in the form of infographics and summaries.
As part of the campaign, the agency created and emitted over 3 700 colourful banners in the advertising system. Additionally, in Warsaw and Wrocław a light cube was set up. The installation recognised respondents’ thoughts and feelings on the basis of EEG of brain waves.
The Colourful Poland campaign will last till the end of 2014.