polish legends

creating A POPCULTURE UNIVERSUM GROUNDED IN LOCAL CULTURE


FISH LADDER | PLATIGE IMAGE JOINTLY WITH ALLEGRO, TOMEK BAGIŃSKI AND ASSOCIATED WRITERS ARE DESIGNING A NEW, INTERGENERATIONAL POPCULTURE BRAND – “POLISH LEGENDS”.

Building on our earlier success with Allegro and Jacek Dukaj creating "The Old Axolotl" (a digitally distributed sci-fi novel), the client (Allegro Group) was ready to raise the bar and embark on a journey to create a new type of pop-culture universum - based on positive emotions, localism, good entertainment and an universal, intergenerational character. An initiative breaking new grounds on the Polish and international markets.

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Seeking inspiration from Polish legends we are designing a uniquely new world by blending ancient tales with near-future sci-fi and local, cultural nuances. To date many Polish legends are associated with stories (and products) for children only, and as a result, full of candy and far reaching over-simplifications. On the other hand, these stories are the heart of the Polish cultural DNA - digging into our common history and values and overridding any current social or political disputes.


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We wanted to make sure we tell these stories with a reinvented and modern spin. It started as an experiment, but the whole idea resonated very well with the public because it thoughtfully merged modern pop-culture and aspirational sci-fi references and was well delivered.

We decided to start with two well established legends – “Twardowsky” and “Wawel Dragon” – creating short films, both directed by Tomek Bagiński and the team under his leadership.

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To complement this, we also designed an e-book antology “Polish Legends” composed of a series of short stories written and reinterpreted by well known polish writers including: Elżbieta Cherezińska, Łukasz Orbitowski, Rafał Kosik, Jakub Małecki, Robert Wegner and Radosław Rak. The stories where accompanied by a visual style and posters designed by Marcin Panasiuk.


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The success of these films and antologies convinced us to continue our work and expand the idea of Polish Legends into a broader universum and pop-culture brad. You’ll be able to hear and see much more in this space very soon.


OVER

6 000 000

VIEWS ON YOUTUBE AND VIMEO
15 000+ E-BOOK DOWNLOADS

POLISH LEGENDS

IN MEDIA

WIRTUALNE MEDIA

“Legendy polskie” to bardzo dobra inicjatywa promująca polską kulturę wśród młodych ludzi.

BRAND24.PL

“Legendy polskie” od Allegro, czyli content marketing na światowym poziomie.

ANTYWEB

Allegro zrobiło TWARDOVSKY! Genialna obsada i pomysł.

SPIDERSWEB

Trzeba przyznać, że kampania jest bardzo odważna, mocno nietypowa (…) do mnie pomysł trafił w stu procentach i mam nadzieję, że w przyszłości zobaczymy więcej podobnych kampanii.