12/15

Creative idea

We transformed Joanna Przetakiewicz's fashion show into a platform for social commentary. In a shocking visual, 12 male models vanished from the runway, falling from the stage, symbolizing the daily suicide rate of 12 out of 15 in Poland. This unconventional use of a fashion show amplified our message, generating media coverage and prompting dialogue about men's mental health. The Health Minister pledged a record $1,2 billion to mental health initiatives, demonstrating the potential for change.

Brand name: 12/15
Advertiser / client: New Women's Era Foundation / Joanna Przetakiewicz
Product / service: 12/15
Campaign name: 12/15
Agency network: VML
Agency: VML Poland
Additional company: SEC Newgate CEE
Production company: 2koma7
Agency chief executive officer: Dariusz Andrian
Chief creative officer: Dawid Szczepaniak
Executive creative director: Piotr Osinski
Creative director: Agata Rychlik (SEC Newgate)
Art director: Adam Głowacki
Designer: Tomasz Szkodziński, Design Director
Account director (agency): Michał Banaszewski
Client account director: Jagoda Prętnicka-Markiewicz (SEC Newgate)
Media director: Berenika Barczak Kilavuz, Senior Influencer Lead
Strategic planner / strategist: Paweł Loedl
Senior planner: Paulina Rauber, Senior Account Executive
Pr director: Zofia Bugajna-Kasdepke CEO (SEC Newgate)
Photographer: Magdalena Michalak, Albert Pabianek - assistant
Film production: Warsaw Production - Sławek Richert, Franciszek Kostrzewa
Director: Tala Dołgowska
Director of photography: Miłosz Kasiura
Post production: VEIN
Post production producer: Marta Kocher, VEIN
Digital creative: Marcin Cichoń, Head of UX
Event production: 2koma7 - Ewelina Spólna, Magda Kerber
Additional company: Joanna Przetakiewicz - CEO New Women's Era Foundation Katarzyna Sokołowska - Choreography Edyta Belder, Marceli Gabrusianiec - New Women's Era Foundation Daniel Czarnecki COO La Mania Jedrzej Hugo-Bader, Head of PR & Communications Dawid Błażewicz, Art Director Cezary Rudas, Creative Lead Lena Jabłońska Janusz Szymański Piotr Bronson Bronisz Maciej Ratuszniak Michał Bojczewski Krystian Łupiński Aleksandra Ołdak, Wojciech Tubaja, FASTMEDIA, HELIOGRAF