Tax the Pain

Creative idea

We hacked Poland's PDF tax forms by embedding the country's first-ever tax form mini-game—making it the first PDF game used in advertising. This gave accountants a mental break during peak tax season while encouraging them to recommend the K.I.D.S. Foundation to their clients. With one click, we transformed a boring tax form into an engaging, purposeful experience that seamlessly integrated into their routine. The game was compatible with the Chrome PDF viewer, which was chosen due to its largest market reach of 67% of users. The users of other browsers were exposed to the site https://kids.org.pl/rozlicz-bol

Brand name: Fundation K.I.D.S.
Advertiser / client: Fundation K.I.D.S.
Product / service: Fundation K.I.D.S.
Campaign name: Tax the Pain
Agency network: Leo
Agency: Publicis Warsaw
Media agency: PMX, Poland
Digital agency: Panowie Programiści/Warsaw
Additional company: MSL Poland
Production company: Publicis Warsaw
Web address: https://kids.org.pl/rozlicz-bol
Agency chief executive officer: Dagmara Gadomska / Publicis Warsaw
Chief creative officer: Dagmara Witek-Kuśmider / Publicis Warsaw
Executive creative director: Paweł Murawski / Publicis Warsaw
Creative director: Krzysztof Grudziński / Publicis Warsaw
Art director: Paweł Murawski / Publicis Warsaw
Copywriter: Marek Górecki / Publicis Warsaw, Marlena Bajdecka / Publicis Warsaw
Designer: Alex Boucher / Publicis Warsaw
Account director (agency): Piotr Ruszak / Publicis Groupe
Client account director: Aleksandra Kobus / Publicis Warsaw
Media director: Katarzyna Smyk - Borowiec / PMX
Managing director: Katarzyna Smyk - Borowiec / PMX
Pr director: Sebastian Stępak / MSL
Agency producer: Publicis Warsaw
Post production: Alex Boucher / Publicis Warsaw
Digital production: Adrian Hołota / Panowie Programiści
Additional company: Sławek Figura / Publicis Warsaw Viktoriya Moroz / Publicis Warsaw Michał Godziszewski / Publicis Warsaw Kamila Roszkowska / Publicis Warsaw Aleksandra Kobus / Publicis Warsaw Patryk Siara / Publicis Warsaw Marlena Bajdecka / Publicis Warsaw Agnieszka Kowalska / MSL Agnieszka Cichowska / Panowie Programiści Aleksandra Wysocka / KIDS Monika Rostojek - Ryjak / KIDS Paulina Ignatowska - Zaręba / KIDS Kamila Grzegorzewska / KIDS Kinga Ragus / PMX