Problem > Challenge

Building local patriotism has never been more important. With the restrictions related to the Coronavirus pandemic, travel abroad has been limited and people have had to leave their homes and go out into closest nature. Biedronka, as a thoroughly Polish brand, saw an opportunity to activate Poles and encourage them to discover what is ours, but also to respect, care and protect Polish environment.

Solution

We created the magical universe of heroes that were set to travel around Poland and make Biedronka consumers fall in love with Polish nature. ”Gang Swojaków” consisted of twelve mascots. Six of them had magical abilities and familiar names. Stork Bolek, Turtle Zenek, Sikorka Sonia, Raczek Romek, Medusa Milena and Squirrel Wiola. The second half of the Gang was more realistic. It represented endangered animal species living in Poland, specifically: bison, pygmy owl, wolf, porpoise, hedgehog and lynx. Their selection was not accidental either. It is these species that Biedronka supported in cooperation with the Polish Society for the Protection of Nature “Salamandra”.