The First Exhibition
Creative idea
The Museum of Modern Art in Warsaw was meant as a symbol of contemporary culture, yet before opening it faced prejudice and ridicule, reduced online to quick judgments and memes. Audi, a brand built on purposeful design, joined the Museum in rewriting that conversation. Instead of defending with words, they acted with space: transforming the building itself into the museum’s first exhibit. No artworks. Free for all. Visitors were invited to experience, not interpret; to feel, not judge. The project turned criticism into curiosity and sparked dialogue on the essence of design—opening the way to a new narrative around the building.
Brand name: Audi
Advertiser / client: Volkswagen Group Polska, Audi
Product / service: Audi
Campaign name: The First Exhibition
Agency network: Dentsu
Agency: Dentsu Creative Warsaw
Media agency: PHD Poland
Additional company: PHD Poland
Production company: Propeller
Agency chief executive officer: Krzysztof Mocek
Chief creative officer: Marcin Sosiński
Creative director: Łukasz Kotliński
Art director: Katarzyna Smolińska
Copywriter: Norbert Pęcherski
Designer: Maciej Teodorowicz
Account director (agency): Jakub Kruzel
Client account director: Przemysław Schwarz
Media director: Andrzej Kowalewicz
Strategic planner / strategist: Konrad Sak
Senior planner: Aleksandra Domańska, Karolina Grabarek
Photographer: Weronika Ławniczak, Maja Wirkus, Tomasz Albin
Director: Paweł Jermak
Director of photography: Bartosz Hławka
Agency producer: Sebastian Hiler, Filip Wijas
Event production: Jacek Wronowski
Additional company: Creative Group Head - Konrad Mantur, Justyna Nakielska;
Senior Content Creative - Michał Sydow;
Head of Traffic - Wioletta Rosińska-Kania;
Communication Manager Audi - Małgorzata Stachowska;
PR Manager Audi-Hubert Niedzielski;
Event Specialist Audi - Karolina Nawrocka;
General Manager DRUM - Katarzyna Ryndziewicz;
Senior Content Executive DRUM - Anna Siwczyńska;
Communications Manager - Katarzyna Dudzińska;
Creative Excellence-Anna Sokołowska, Veronique Rhys Evans;
