Wyborowa Pathbreaker Challenges Fans to Never Visit the Same Place Twice
We live as slaves to routine and our lives follow a pattern - daily route to work, seat at the local coffee shop, where we get supplies at a local store. Everything is familiar, established and set. There’s no time for adventure, magic or the unexpected.
Imagine if that could change. Imagine what could happen if everyone lived their lives with one simple rule – to never visit the same place twice.
Wyborowa Wodka (or Wybo to friends) is the ‘Dare to Explore’ genuine Polish Vodka brand, that wants to encourage everyone to say ‘Why Not?’ to the possibility of adventure.
In collaboration with celebrity vlogger and vine star Jon Paul Piques, Wybo invites people to join in a social journey into the unknown with Wybo Pathbreaker. Wybo Pathbreaker is an app that helps you to never cross your path - created by Perfect Fools Stockholm along with a full digital campaign to launch it.
A three-minute video captures Los Angeles-based Pique's challenge to follow the Wybo Pathbreaker app on an urban exploration that cuts through the city aided by strangers, friends and family.
To the soundtrack of ‘Catch a snake’ by Tussilago, Piques lasts an incredible three days, but it’s game over when he accidentally turns back to rescue his fallen baseball cap, which the wind blew off his head while cycling on a date with a beautiful stranger.
The video will be hosted on the Wyborowa Facebook page and shared by Piques on his personal Facebook page, which has over 6.25 million likes. Piques has a large online fan base that includes three million Vine followers and over 1.8 billion Vine views.
Wyborowa and Piques will then invite fans to download the app and try the challenge for themselves.
The Wybo Pathbreaker app - available for iOS and Android devices - challenges players to ‘dare to explore’. It uses GPS to determine a player's position and path, which is then presented on a map.
Players can compete via a leaderboard on the app, and there’s a competition mechanic whereby the best explorers can enter a prize draw to win a dream holiday for three to Las Vegas.
The campaign targets social-media active adults over the legal drinking age around the world, especially in the US, South American, Canadian and European markets.
Wyborowa Vodka is a premium spirit brand from Poland, created in 1927 and based on over 500 years of Polish Vodka craftsmanship.
Jon Paul Piques said of the experience: "The Wybo Pathbreaker app was a really cool experience. Even though LA is home turf for me, I ended up in places I didn't know existed and got to meet a lot of new, interesting people. Wyborowa hopes to inspire people through my video, as well as the app and contest, and I feel we've accomplished just that."
Philip Arvidsson, creative at Perfect Fools, adds: “Wyborowa wanted a way to engage people and build meaningful connections. Pathbreaker brings to life it’s ‘dare to explore’ attitude and Jon Paul Piques is the perfect fit to combine the physical and digital elements of the campaign.”
Agata Debska, global marketing manager at Wyborowa, says: “For us Wybo Pathbreaker is an innate initiative as Wyborowa was born in 1927 and to this day we’re still exploring the unknown to bring enjoyment to our lives. We hope people enjoy playing – game on!”
The campaign runs until May 31st.
Creative Director: Patrick Dry
Copywriter: Amelia Dale
Art Director: Philip Arvidson, Mattias Mattisson, Melissa Nilsson,Karl Nord
Executive Creative Director: Tony Högqvist
Account Director: Eric Karlshammar
Producer: Amit Raab, Josefine Enelid Roos
Technology: (Tech Director) Tony Sajdak
Head of Production: Anna Lindequist
Developer: Mikael Palm, Stefan Lagergren, Kim Korte
Production Company: Made by Forest
Category: Alcoholic drinks , Beers
Genre: Apps , Digital , Experiential