Zubr/Kompania Piwowarska - Whoever doesn’t stick to Żubr, is a noob

Together with the PZL Creative Agency, Platige Image Provides Insight Into the Making of Kompania Piwowarska's Newest Project 

"Whoever doesn't stick to Żubr, is a noob"

The talented team from Platige Image and the creative agency PZL, worked on the most recent spot for leader in the Polish brewing Kompania Piwowarska. The group describes everything that went on behind the scenes of the project. The various contributors on the project explain the success behind the company's sizeable loyal fan base. As well as providing all the little details they had to focus on to create their newest very successful advertisement.

Primarily, it is important to highlight how Żubr applies a comedic aspect to its commercials, using fun catchphrases. They are characterized by peculiar humor, based on a word-play, using their double meanings. An important point to add is how the brand spreads positivity and national consciousness amongst its (mostly) Polish consumers. Nevertheless, it is important to acknowledge the symbol of the brand itself which is the Polish bison (żubr), the king of the wild forest. A symbol that has remained unchanged since the brand's very beginnings. "It is a format that has become very ingrained in Polish culture and has built a huge affinity for the brand, but also for the animal itself" says Tycjan Lewandowski, Brand Director at Tyskie & Żubr.

With their newest project, the goal of the commercial was to raise awareness about the ongoing climate crisis our world is going through. The commercial entailed a tornado going through a forest disturbing the lives of its animal inhabitants. The slogan was "Whoever doesn't stick to Żubr, is a noob" [originally: Kto nie trzyma się Żubra, ten trąba" trąba also means whirlwind.] Platige Image's VFX supervisor Piotr Ołtarzewski, says "Not only was the forest an animation challenge for us; the behavior of animals struggling against the whirlwind was enormously challenging as well, since there is no reference of how an animal should act when it is being sucked into the whirlwind." An important aspect to acknowledge is the fact that animal behavior is developed from scratch. Hence, the whole project highly relied on the commitment of all its contributors.