Rafał Jonkisz in an underwater ballet, i.e. Lech Free dares the Lech Free Challenge ambassadors
The Lech Free Challenge is launching, a new campaign by Lech Free owned by Kompania Piwowarska – the leader of the non-alcoholic beer category in Poland. As part of that activation, together with one of the most popular Polish YouTubers – Krzysztof Gonciarz, Lech Free challenges its ambassadors. That way, the brand once again inspires, motivates to act and proves that Lechends can do anything! The participant of the first challenge is Rafał Jonkisz.
Lech Free has been accompanied by the “Lechends Can Do Anything” slogan for years. This year, the brand decided to carry out the Lech Free Challenge to prove it is still true. According to Lech Free, Lechends are ordinary people who are aware of the fact that everyday routines shape reality. They are ready to inspire, push boundaries and try out new things, after all, they can do anything!
Within the framework of the Lech Free Challenge, the Lechends are the ambassadors who face challenges from the brand, encouraging them to perform different activities.
Executed together with one of the most popular Polish YouTubers – Krzysztof Gonciarz, the campaign will last until September. The first participant of the Lech Free Challenge is Rafał Jonkisz, an acrobat and extreme sports enthusiast. Over the next three episodes, we will see the member of Lech Free’s crew, known for their active lifestyle, including athletes, people from the world of fashion and Polish e-athletes.
How does the Lech Free Challenge work? Each challenge consists of 2 stages. At the first one, Krzysztof Gonciarz uses his social media channels to announce the participant and publishes a survey – internet users vote for one of two challenges for the selected influencer.
In the case of the challenge for Rafał Jonkisz, the audience was choosing between “A Pyramid on the Wave” and “An Underwater Ballet”. Each challenge is focused on the qualities and character of products from the brand’s portfolio. The challenges inspired by the new hydrating variant Lech Free Active refer to sport and show unusual forms of training.
At the second stage, Krzysztof Gonciarz meets up with the influencer and informs him about the internet users’ choice, and then follows his preparations and execution of the extraordinary task with a camera. Having been filmed, the challenges are published on Lech Free’s SoMe channels as well as Krzysztof Gonciarz’s YouTube channel.
Following the online audience’s decision, in the first challenge Rafał Jonkisz performed “An Underwater Ballet”. Even though he is not scared of new activities, his encounter with such a niche and at the same time spectacular sport as synchronized swimming was a surprising experience which… put him through the hoops.
The campaign concept as well as digital, social media and influencer marketing activities were delivered by the Cut The Mustard agency, while the media strategy was developed by the Zenith media house. The campaign was produced by Tofu Media.