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04.01.2019

Leszek moves mountains to the city! 
Lech Premium’s winter campaign launch

Leszek returns with a new winter face. In its latest spot, the brand proves that a truly ice cold, mountain atmosphere can be experienced even in the heart of a city. Following the tradition, consumers can now enjoy a limited edition of the can that allows them to discover winter magic, regardless of the current weather. 

Leszek moves mountains to the city! As every winter, since November store shelves have been offering special, limited-edition cans of Lech. This time around, they present different mountains described with the use of funny word-games typical for the brand. The list of summits depicted on the cans includes Szczyt Wszystkiego (The Highest of Highs), Zaszczyt (High Honour) and Górna Półka (Top Shelf). This unique project was created by Zuza Sadlik, the author of Leszek’s previous limited editions.

As part of the advertising campaign developed by the brand, a 15-second spot was created and made its debut on December 27. The commercial presents an urban winter landscape with numerous mountain peaks rising in the background, bringing magical winter aura straight into the city rush. Leszek loves the urban lifestyle but at the same time refuses to give up what’s best in those few winter months. As a result of that, we can enjoy the icy cold vibes regardless of our current circumstances. The spot can be viewed on TV and VoD. Additionally, the campaign encompassed creation of materials for OOH carriers located in the south of Poland. 

The creative concept for the spot was developed by the GPD agency, production was taken care of by the DYNAMO production house and postproduction by DELAPOST. The digital campaign is being carried out by Cut The Mustard, PR activities by Tailor Made PR, and media purchase by Zenith Optimedia.