Embrace moments. Lech with a new spot

Lech launches a new campaign stage as part of the brand's new communication platform. The main element is an advertising spot encouraging people to embrace moments, which premiered on May 6, 2024.  

Lech’s latest spot is a visual manifestation of what the brand's new communication platform is about: embracing moments and distancing oneself from the fact-paced world. 

The video showcases various circumstances conducive to logging out of the digital world, going outdoors, slowing down - in a mountain shelter, in an allotment garden, in the city or on the Hel Peninsula. 

Featuring the entire portfolio of Lech beers with a focus on non-alcoholic variants, the spot complements the new visual language and communication platform by integrating the icon visible on the new packaging with catchy slogans. 

"We are thrilled that the new platform has been embraced so much enthusiasm. We can see that it got seamlessly integrated into the language of our brand's fans. With the cinematic quality of the spot and the universal character of the message, we are indicating Lech's rightful position on the beer category map and in the minds of the audience” – said Paweł Drubkowski, Lech Senior Brand Manager.

VML was responsible for communication strategy, creative concept and production of all campaign materials. The spot and video digital, directed by Tadeusz Śliwa, were produced by MOON Films along with the post-production studio TELEVISOR and the sound studio Juice. The campaign is complemented by photographs by Kamil Kotarba and Paweł Trojanowski.

The spot will be broadcast in cinemas, on television and on the Internet.

Lech’s new vision 

Products from Lech's portfolio with the new visual identity, including alcoholic, low-alcohol, non-alcoholic and functional beers, are already available in stores cross Poland.

The 360-degree campaign promoting the Lech brand and its new communication platform was launched in April. That is when the brand published a manifesto, which appeared in digital, in urban spaces, on murals and posters. Additionally, contextual outdoor advertising is being used, referring to specific locations where Lech encourages people to embrace moments and take a break.