We were inspired by the idea that New is no longer News. So we created a campaign that would make news in of itself and put all media efforts into one single moment. We created a live ad shown through multiple media (websites, social media, TV, DOOH, cinema, influencers' channels).
Our idea was to transform the 30 second tv execution into a 2 hour long live story. We first gained media attention with the headline 'First Live TV Commercial in Poland" and then we gave people the chance win a suprise experience that would also be simultaneously produced and broadcast live on TVN, social media channels, well known Polish portals, points of sale, cinema and influencer channels with pop star concert at the same time!