Lepieje Żywca

We used short absurd poems called “lepieje” as the creative idea around which to frame the integrated campaign for Żywiec, one of the biggest beer brands in Poland, a part of the Heineken Group. We wanted to inspire Poles to free their creativity by taking part in daily competitions in which they could submit their own rhymes.

As a copywriter, I wrote dozens of poems that were then used across various channels of communication, including billboards, PoS signage, digital, HoReCa, and packaging.