Polish FMCG Brand Tymbark Uses AI to Reinterpret Its Iconic Brand Song in Colourful Spot

DDB Warsaw has launched a new campaign for the Polish FMCG brand Tymbark (Maspex Group).

At the core of the campaign is a fresh interpretation of Tymbark’s iconic brand song, by four leading Polish artists. The songs are accompanied by new video clips created by artificial intelligence (AI).  

The campaign aims to shift perceptions of the brand from sentimental to modern by embracing new technologies.

The song, ‘Everything tells me that someone has fallen in love with me’ by the band Skaldowie has been very popular in Poland since 1968. For many years, it has also been associated with the brand Tymbark, which been created a new version every year in cooperation with the most interesting Polish musicians.

This year's campaign, however, is different from previous ones. Tymbark and DDB Warsaw have invited four of the most interesting representatives of the young generation of Polish artists: Monika Brodka, Igo Walaszek, Król, and Miuosh. Each of them created their own version of the song, and the individual style of the musicians has been reflected in films created by artificial intelligence (AI). 

“The pre-production period proved to be particularly exciting and labour-intensive. We met with the Artists to conduct a lot of AI tests," recalls Moon Films producer, Siasia Seyfried. "We learned about the opportunities we would have on the set which would later translate into the final effect in post-production. This fascinating experience opened unlimited possibilities and inspiration for us. I love new challenges that push us to go beyond the usual ways, expand our horizons, and learn new skills.”

“Collaboration with AI has shown that creativity and creativity are endless. Based on the same sources, we can get an infinite number of results with each successive one is different from the previous one. AI brings a new perspective to the project and allows to go beyond the beaten track,” adds Izabela Wit, deputy creative director at DDB Warsaw.

The video clip features the cap motif several times. It is not a coincidence as the Tymbark cap is a Polish cultural phenomenon. Checking the cap after opening a drink in search of a funny or inspiring quote or question is to Poles what reading a fortune cookie is to other nations. Texts from under the cap entertain, keep spirits up, sometimes turn out to be a good omen, and are used to express feelings, and fans of the brand have entire collections of them. In this campaign, however, the cap is much more than that - it became a kind of portal to the present day, taking users scanning it to the webair application where a video clip and exclusive video content awaited.

“Creating covers of the ‘Everything tells me that someone has fallen in love with me’ song featuring well-known contemporary artists is a tradition for the Tymbark brand. The campaign is used by the brand to continue it in the 2023 spirit: using the latest technological advances and AI,” sums up Izabela Wit.

This is the first time AI has been used in advertising production (branded content) on such a large scale in Poland. The campaign was developed by the DDB Warsaw agency whose creative concept was brought to life by Televisor and Moon Films Warsaw.

The video clip was directed by Krzysztof Grajper. The campaign using the new version of the ‘Everything tells me that someone has fallen in love with me’ song was planned for several channels. It will include YouTube, Instagram, Facebook, TikTok, Snapchat, and activities with influencers.