Allegroverse 25: The Legend of Allegrowicz

Creative idea

To celebrate Allegro’s 25th anniversary, we turned users - Allegrowicze - into true heroes of the story by putting them in the center with a POV film. Our creative idea transformed a standard YouTube feature, End Screens, into an interactive navigation tool, letting viewers actively explore Allegro’s world instead of passively watching. By hacking a native function meant for simple video suggestions, we reimagined YouTube as an immersive storytelling platform. This unexpected twist turned a brand anniversary into a user-driven adventure, proving that even the most familiar media can empower audiences to step inside the story as its main characters.

Brand name: Allegro
Advertiser / client: Allegro
Product / service: Allegro
Campaign name: Allegroverse 25: The Legend of Allegrowicz
Agency network: DDB WORLDWIDE
Agency: DDB Warsaw
Production company: MOON Films
Web address: https://allegro.pl
Agency chief executive officer: Paweł Kastory
Chief creative officer: Zuzanna Duchniewska - Sobczak
Creative director: Krzysztof Mielcarek
Art director: Katarzyna Warykiewicz
Copywriter: Agata Patoła
Designer: Jan Cieślak
Account director (agency): Aleksandra Filipek
Client account director: Ewa Szarras
Senior planner: Aleksandra Syrek
Film production: MOON Films
Director: Kuba Michalczuk
Post production: Platige Image
Post production producer: Katarzyna Banasiuk