Polish brand Wyborowa is an outsider in the crowded vodka market. Even though they’ve been in business since 1823, Wyborowa is still relatively unknown outside of Poland. With a brand promise to ‘Dare to explore’, Wyborowa wanted to launch a global campaign towards adults 25 years or older, who love to party and have a good time. Our goal was to get them to associate Wyborowa with its new brand message for consumers to dare and explore new things, to encourage them to leave their comfort zone, mingle with new people and start new adventures.

To launch the campaign at the end of february, we teamed up with social media personality Jon-Paul Piques in Los Angeles and gave him the first chance to explore his neighbourhood with our new game. We documented his adventures as he managed to stay in the game for 3 whole days. From the material we made a teaser trailer and launched it on Facebook and Youtube. In the trailer, Piques introduced the app and challenged his followers to try it. We combined it with a media mix of Facebook and Instagram to make sure as many as possible of our targeted groups could see the campaign.