How Keino Group and FCB Warsaw Remixed a Road Safety PSA into a Rap Anthem
While “using rap in a government campaign wasn’t an obvious choice,” notes Adam Zdeb, CCO at FCB Warsaw and management team member at Keino Group, it was certainly an entertainingly effective one.
The new campaign directed by Michał Korzewski for Poland’s National Road Safety Council (Krajowa Rada Bezpieczeństwa Ruchu Drogowego) looks and sounds pretty much exactly like a rap music video; yet it’s designed to keep young drivers from speeding on the road.
‘Zwolnij, bo się przejedziesz’ (in English, ‘Slow down, or you’ll let yourself down’) forces its target audience to tune in by speaking their language. The track is genuinely well-produced, the lyrics are catchy and conceptual, and the dynamic music video is even complete with analogue effects and celeb appearances from Polish actors, including Dawid Ogrodnik in the starring role.
Keino Group, which consists of FCB Warsaw, Mido, and Joho, was fully responsible for the campaign's strategy, creative, production and media.
Adam divulged the details of how the team transformed a PSA into a high-end rap promo in this interview with LBB’s Zara Naseer.
LBB> What was the brief for this project, and how did it evolve into a road-safety rap?
Adam> The brief was simple yet challenging – warn against speeding in a way that actually grabs attention. We wanted to avoid typical scare tactics and instead create something organic and engaging. That’s why we turned to rap – fast, rhythmic, and powerful. The genre naturally commands attention, and when paired with an intense visual narrative, the message doesn’t just land – it sticks. And stays in your head.
LBB> Who is the intended audience for this campaign, and what insights informed the strategy to reach them?
Adam> We targeted drivers aged 18+ – especially those who tend to speed. Traditional road safety campaigns often struggle to connect with this audience because they feel outdated or overly moralising. Instead of telling them what to do, we spoke their language – through rap, music video aesthetics, and a story that felt real. These are elements they engage with daily, so we knew they’d listen.
LBB> What was your collaborative relationship with the National Road Safety Council like? Did such an original approach to government communications require much convincing?
Adam> Using rap in a government campaign wasn’t an obvious choice, but the council was not only ready for this – they loved the creative concept so much that they were singing along. Additionally, we backed it up with data – young drivers often tune out traditional road safety messages, so since we wanted real impact, we had to break the mould. Once they saw the strategy behind it, they were completely on board.
LBB> You’ve mentioned that duality was a core concept – can you expand on that?
Adam> The idea of duality runs deep in this campaign. The tagline itself – ‘Slow down, or you’ll let yourself down’ (‘Zwolnij, bo się przejedziesz’) – carries both a literal and metaphorical meaning. But the concept evolved even further as we worked. We started finding duality in everything: the emotional shifts, the contrast between words and imagery, and the way the road – the key visual – connects to the studio setting, mirroring life choices. Even the music video aesthetic played into this, blending real-life moments with stylised performance shots to emphasise the contrast between control and chaos.
LBB> It feels like a genuine rap song – how did you accomplish this through both the music and visuals, balancing a serious message with engagement and entertainment?
Adam> From the music side, we brought in talent like Zeppy Zep and a studio crew that ensured the performance felt raw and real. The lead actor didn’t just play a vocalist – he became one, capturing all the subtle nuances that make it feel like an authentic track rather than an acted performance.
Visually, we treated this as a high-end music video. The director and cinematographer had both commercial and music video experience, which was crucial. Every scene was planned as an accent that matched the lyrics, and the edit followed the music’s structure. These elements combined to make the campaign feel seamless – like something that belongs in their playlist, not your typical government PSA.
LBB> Who stars in the film, and why were they the right choice?
Adam> From the start, we knew the film would have an ultra-fast edit, meaning every emotion had to be clear and instantly readable. When casting, actors like Dawid Ogrodnik (who played Rahim in ‘Jestem Bogiem’), Marianna Zydek, Jędrzej Bigosiński, Maja Michnacka, and Phillip Lenkowsky immediately came to mind. They brought an intensity that made every frame count. The lead – Dawid Ogrodnik – had to feel like someone the audience relates to – not an authority figure, but a close friend they’d actually listen to. Dawid isn’t judging – he’s one of us, a driver like anyone else.
LBB> Why was Michał Korzewski the best fit to direct?
Adam> We decided to go with Michał because he understands modern storytelling. His experience in crafting stylish, high-energy visuals ensured the spot felt more like a top-tier music video. He also has a great eye for analogue effects, which played a key role in making the film stand out. And, last but not least, he is good with cars (joking!). Michał is ambitious and hard-working, just like all the creators engaged in this project.
LBB> What was the most challenging aspect of bringing this campaign to life?
Adam> The biggest challenge was the sheer precision required. We had only two days to shoot, and every scene had to sync perfectly with the lyrics. This wasn’t just a commercial shoot – it was a full-blown music video production, including analogue effects like printing one-second sequence pictures and scanning creased stills for visual layering. To pull it off, we actually filmed and edited a rough version on a phone before the shoot, fine-tuning every detail. This pre-visualisation made it possible to execute everything flawlessly in such a short timeframe.
