The Christmas poster of Warsaw – hit or miss. “There are 2021 trends in a nutshell” – Press.pl
23/12/2021, 20:00
You can make a mermaid home – this idea that it was good by Michał Raszka (photo arc)
– Apart from the YES brand advertisement, which is displayed by TVP, it follows that it caused the most buzz before Christmas. How did it happen that one rather inconspicuous poster of the Warsaw City Hall aroused so much controversy? – we wonder Michał Raszka from the PRC Holding Group.
History from day to day is nothing to do with Warsaw marketing and marketing itself, so everything is a trend in optimal contact 2021. So there are: conflict, hate, viral, media bubbles that are well balanced by a project that discusses plagiarism or inspiration . Let’s check its composition for a ready recipe for an effective campaign. But one note to those experimenting with such drugs: the pill may have adverse effects.
The Capital City Hall – as every year – annually in the media. Earlier editions of it also caused controversy, though not on this scale. This year’s seemingly is quite “safe”, there are: the Saxon Garden, a pond, skaters, spruces, they are also huge. Controversy was caused by what is not on it: the symbol of Catholic holidays. What’s next?
- Hejt: It started with right-wing politicians that has been tweaked, rather than rewinding, they preferred to play 8 stars on a poster. There is no because how is it possible, because the capital of the Catholic country, the poster shows the holiday season without Christian artifacts? He is a good guardian of culture after his voters.
- Bańńskie: we live in media bubbles, we are afraid of dealing with strangers with messages and media, which or the media create an image of the world that coincides with the receivers. You have to deliver bubbles to grow. The media places it where it’s easiest for emotions. Our messages are brutalized because the media like strong, expressive messages. And so the circle closes, we return to the scandal and values.
- Viral: there was a sensation, shock and insult to feelings. And that’s a recipe for building reach – just right for media bubbles. The topic quickly spilled over on social media, and a moment later the big media were delighted. But the virus went in a different direction as well, it began to live creatively (see point 4).
- Plagiarism / inspiration: every designer would like to pamper his ego. What could be better now than when others come in? Of course – when you are not plagiarized. And so (as a gesture) their permanent posters: Łódź, Szczecin, Świdnica, even Warsaw, 8 wild boars, and of course, 8 stars. So the case lives on, to the delight of the campaign’s authors.
![Press](https://www.press.pl/images/contents_blocks/photo_158487_1640013818_big.jpg)
Warsaw wishes “everyone, without exception, all the best”
(photo: arch)
Design does not have to be beautiful – it is meant to provoke discussion. To come out of the art world, please design and ask for its utility. The device from the starting point, the project has served its purpose. Because if the theme is holidays, which on the streets (and screens) have taken a commercialized form, then the return to their essence and values will be quite a success.
And behind him are the author Ola Jasionowska and the City of Warsaw. After all, thanks to this poster, they had a discussion of what blogs are and – about what different parts of Poland are – about what they have in different parts of Poland.
And last but not least, a nice touch at the end: just before Christmas, a new version is introduced with mermaid baubles that you can motivate yourself home. The City Hall tells us: take this Warsaw to you, for the Christmas tree, for the holidays. Very good.
Michał Raszka, member of the management board of the PRC Holding Group,
lecturer at the WSB University
(MAT, 12/23/2021)
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