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Książęce with the Prince playing the lead role The brand launches a new campaign

Książęce’s new campaign features the Prince known from the logo – the brand hero acting as a charismatic guide through the world of beer. In the new spot and supporting materials, the Prince promotes the Książęce IPA variant. The brand introduced a new format, combining different animation techniques. The campaign is a part of the process of refreshing Księżęce’s image that began a year ago.

The fresh spot from Kompania Piwowarska’s Książęce constitutes an intriguing and surprising journey through the world of beer, depicted with the use of the modern art of collage. The guide is the changed Prince, who is dynamically navigating the sophisticated, adventurous and sensual reality. The new world of Książęce is a result of the transformation process launched a year ago. It all started with the modified packaging, followed by communication based on the concept of travelling to places from which particular styles originate.

– I am happy that the Prince appeared in our communication. We did not have to invent this character, as it has always been with us: rooted in the tradition, connected to the brand name. For such a charismatic hero and his stories, we needed the right format. Collage turned out to be just perfect for our needs. Thanks to the openness of this visual language, we can highlight and depict the characteristics of Książęce – different styles and high quality – that is how Maciej Kuś, Książęce Brand Manager, comments on the brand refresh.

The campaign is a part of the brand’s new communication platform. It was developed by the Scholz & Friends Warszawa agency, owned by Grupa S/F. It is yet another project executed by Scholz & Friends for Kompania Piwowarska and the Książęce brand.

– It was a long process executed over an extended period of time, but at the stage of its implementation, we were joined by a true dream team - director Marcin Filipek, animators Bros X Bracia Socha, composer Antanas Walko and Plazie Image responsible for coordination of post-production. The result of this collaboration is just stunning – says Józek Dutkiewicz, Chief Creative Oficer at Grupa S/F.

The new campaign was launched on March 11 and will encompass TV, VOD, online and social media activities as well as POS materials. ATL activities are taken care of by Scholz & Friends Warszawa. The director of the spot was Marcin Filipek, and the operator was Wojtek Zieliński. The costumes were prepared by Malwina Wędzikowska, set design by Robert Dąbrowski. The spot was produced by the Dynamo production house, post-production was the responsibility of Platige in cooperation with BrosFX, sound production by Juice. Media planning and buying for the Książęce brand is executed by Zenith, while digital activities are provided by the Gong agency.
The premiere of Książęce’s next spot promoting this year’s novelty is scheduled for April.

More information about Książęce’s activities can be found at:, Facebooku and Instagram.