The Future Peasants

Earlier this year European Parliament voted for the Green Deal – agreement to reach climate neutrality by 2050. All countries agreed. All but one. Poland, one of EU’s biggest polluters said “No”. The country tends to deny climate change. This is attitude in-line with its authorities. The only way to change politics is through building awareness among their voters. That’s why McCann Worldgroup teamed up with Storytel, Mastercard and Gazeta.pl to play on Poles pride and rewrite their national epic – a 1924 Nobel Prize awarded novel “The Peasants”. We mixed hundred years old plot with big data from WWF report "2050 Poland for generations", which presented a tragic vision of the future that awaits our country if society does not change its lifestyle. "The Peasants 2050, or Agronauts in times of climate disaster" premiered on Feb 21st 2020. It was be accompanied by a 360 campaign. One of its highlights was an art exhibition – its creators repainted classic nineteenth century paintings of Józef Chełmoński. They did it by the book using oil and canvas adding sci-fi elements from the audiobook and finally sounding them: https://youtu.be/L58XxuEZZyg Each stream of the audiobook is a 1 zloty for planting trees. And Mastercard is preparing a set of online Ecolessons - school workshops for secondary students who process Reymont's "The Peasants" as part of the obligatory reading.
Results
In just two weeks between its launch and the spread of coronavirus, news about The Future Peasants reached over 5 million Poles. The audiobook climbed to No.1 most streamed position on Storytel beating over 90.000 other titles. Link to the audiobook: https://www.storytel.com/pl/pl/books/1225490-Chlopi-2050-czyli-Agronau...