UNMUTE is an absolutely unique project and a powerful demonstration of how effectively marketing communication can influence important social discourse. It has been a daring idea implemented with flair to draw the public attention to the problem of social exclusion of the Deaf and people with hearing disabilities. It has also been an example of using the talent and experience of the advertising environment to effectively "pull" a difficult, unknown topic to the foreground and make the message reach millions of Poles with a microscopic budget.

The problem was so remote and not intuitive to hearing that we found it necessary to publicize it in a radical way. We needed a loud "headliner" to shock everyone. We came up with the idea of creating the world's first music group that was made up of... deaf people! We also gave them an unbelievable challenge – to record and promote the song that will take part in the race for nomination in the national qualifiers for the Eurovision Song Contest!!! We knew that only in this way we would gain media attention and be able to engage the creative community in helping to promote the entire project. We decided to spend the symbolic budget we had on creating the song and recording professional music video in order to have great content and an extraordinary story in our hands, we would be able to draw media attention and gain partners to support the whole project.

Casting for team members in the community of Deaf took us several months. Finally, with the help of employees of the Polish Association of the Deaf, we recruited five exceptional young folks. And magic happened! This bunch of real amateurs turned out to be a group of energetic and talented artists who felt a mission and an opportunity for their community, committing themselves wholeheartedly to the project and reconciling their daily duties with band rehearsals. We badly needed a hit and a catchy name. And thus the first ever all-deaf band UNMUTE was born. The text of the protest-song against exclusion titled "Louder than decibels" was written in sign language (sic!), and a well-known composer and music producer created the song that appealed not only to the Deaf, but was also appreciated by all the hearing rest. With such material in our hands we attracted the interest of both the creative community and music journalists, and UNMUTE gave countless interviews and appeared live on TV.

Our video clip with the performance of our all-deaf-band reached over 400,000 views. UNMUTE qualified to the local Eurovision Song Contest as the world's FIRST deaf band in the 65-year history of the contest, defeating almost 150 professional artists, being ranked #3 during the live TV preliminaries watched by 3+ million viewers.

The community of the Deaf became real loud in local mass media for couple of weeks. Polish Deaf Association claimed our campaign to be the most successful project they've ever done.