BRIEF: Let's make a buzz in Poland around the Witcher, just before the season 2 premieres.
INSIGHT: We noticed that exactly 35 years ago, on the 16th of December 1986, the first Witcher story was published in "Fantastyka" magazine. The Witcher was “born” in the Łódź city - a place where Andrzej Sapkowski has written the first Witcher story.
INSIGHT: We noticed that exactly 35 years ago, on the 16th of December 1986, the first Witcher story was published in "Fantastyka" magazine. The Witcher was “born” in the Łódź city - a place where Andrzej Sapkowski has written the first Witcher story.
IDEA: A NATIONWIDE CELEBRATION OF THE #WitchersDay
We established a new interesting day in Polish calendars: the #WitchersDay. We wanted to create a strong local moment and celebrate it with all the fans in Poland on the 16th of December, just in time for the Witcher season 2 launch on the 17th of December.
We started with a CREATIVE SENDOUT...
CREATIVE SENDOUT/
WITCHERS' TRIAL OF COOKIES
Advent calendars are extremely popular at this time of year. But with our calendar, starting on December 1st, instead of counting down to Christmas, influencers could count down days to the #WitchersDay by discovering gingerbread cookies based on Witcher’s universum.
"The long-awaited December has come. Each day will bring you closer to the premiere of the second season of the Witcher series. At the same time, each day will be an extraordinary test of character. Because only people with unprecedented stubbornness and self-discipline are able to pass the Witcher's Trial of Cookies. This is a trial which only the Trial of the Grasses can match in its difficulty."
NOWA FANTASTYKA SPECIAL EDITION
In cooperation with "Nowa Fantastyka" magazine we released a special edition of the magazine, exactly on the #WitchersDay (which is the 35th anniversary of the premiere of the story "The Witcher" in "Fantastyka"). A true "white raven" for the Witchers fans!
ŁÓDŹ CITY/ THE BIRTHPLACE OF THE WITCHER
Łódź citizens are really proud of the origins of the Witchers story. That is why we made some extra efforts to make them feel even more special during the #WitchersDay.
ŁÓDŹ CITY/ COAT OF ARMS
In Social Media even the city coat of arms was "visited" by the Witcher.
ŁÓDŹ CITY/ THE BUGLE CALL
At noon of the #WitchersDay the bugle call in Łódź was very special. Passers-by and users online could hear “Toss a coin to your Witcher” played on the trumped from the city hall. Listen yourself!
TIMES SQUARE / NY
However, we haven't stopped in Łódź city, or even in Poland. The #WitchersDay was a great opportunity to remind the world about the origins of the series.
CREDITS
Client: Netflix/ Agency: GONG/ Creative team: Karolina Antczak, Szymon Demirkol, Artur Karwala, Filip Pisarski, Konrad Słonecki/ Creative director: Piotr Stawowiak, Michał Bucholc
