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The Future Peasants

Agency Network: 
Published/Aired: 
March 2020
Gazeta.pl / MasterCard / Storytel: The Future Peasants
Gazeta.pl Integrated Ad - The Future Peasants

Description

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...

Integrated advertisement created by McCann, Poland for Gazeta.pl, within the categories: Finance, Media, Public Interest, NGO.

Caption

"The Peasants 2050, or Agronauts in times of climate disaster". Listen to the future.

Advertising Agency: McCann Worldgroup, Warsaw, Poland
Executive Creative Director: Marcin Sosinski
Creative Director: Bartek Klimaszewski
Senior Copywriter: Natalia Karawajczyk
Senior Art Director: Bartosz Włodarczyk
Art Director: Janka Szwykowska
Copywriter: Łukasz Kołakowski
Junior Copywriter: Zbigniew Marczak
Junior Art Director / Designer: Jan Cieślak
Motion Designer: Vladislav Kravets
Junior Motion Designer: Magdalena Bąk
Motion Designer: Małgorzata Wojtkowiak
Traffic Manager: Jędrek Zamorowski
Post Production Manager: Rafał Jastrzębski
Strategy Director: Marcin Samek
Associate Digital Director / PR: Dawid Kaźmierczak
Head Of Social Media: Natalia Żmuda
Agency Producer: Dominika Grzegdala
Craft & Momentum Worldwide: Mariusz Otowski, Radek Florczak, Marek Tomaszewski, Maciej Grzeszek, Dawid Pierzak
Marketing Director Storytel: Jakub Barzak
Project Manager Storytel: Justyna Zarejko
PR Mnager Storytel: Karolina Kawska
Vice President Area Marketing, Central Eastern Europe, Mastercard: Marta Życińska
Marketing Director Mastercard: Jerzy Hołub
Manager, Consumer Marketing Mastercard: Marta Borówka
Marketing Director Gazeta: Michał Rutkowski
Brand Development Director Gazeta: Marzena Szkolak
Marketing And Brand Strategy Manager Gazeta: Bohdan Pękacki
Project Manager Gazeta: Monika Paczka
Author: Cezary Zbierzchowski
Painter: Maja Kobylińska
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