Advertising campaign for the Polish National Radio

I was working on this project as a Creative Director. I was involved in it from the process of acquiring the client through, working on creative ideas and executions, to delivering the layouts.

Polish Radio Program 1. (Jedynka) is a radio channel with a very traditionally oriented group of listeners, with the majority of them - above 40 years old. The advertising campaign aimed to reach audiences from the younger age group: 25-45, mainstream segment.

In addition, Jedynka's program is built under The Radiophony and Television Act, so it has to fulfil a range of tasks for such different groups of recipients as i.e. children, farmers, business owners or literature lovers. This posed another challenge, as younger listeners are used to profiling the whole radio station for a certain group of audiences.