The Future Peasants

Creative idea

Sometimes if you want to change the future, you need to rewrite the past. Poland is a country of climate deniers, the EU's biggest air polluter threatening our common future. How can we educate the society, and make Poles care about their environment and climate? We decided to draw on our cultural heritage and traditions. We rewrote our national epic and obligatory reading – a 1924 novel “The Peasants”, story about the harmony between men and nature written by Reymont, and we set its plot in 2050 in the center of environmental disaster, based on and predicted by the WWF report.

Brand name: Storytel
Advertiser / client: Storytel, Mastercard, gazeta.pl
Product / service: Audiobook
Campaign name: The Future Peasants
Agency network: MCCANN WORLDGROUP
Agency: McCANN Poland, Warsaw
Production company: Storytel
Web address: https://bit.ly/3i9Lzt4
Executive creative director: Marcin Sosiński, Catalin Dobre, Adrian Botan
Creative director: Bartek Klimaszewski
Art director: Bartosz Włodarczyk, Janka Szwykowska
Copywriter: Łukasz Kołakowski, Zbigniew Marczak, Natalia Karawajczyk
Designer: Jan Cieślak, Vladi Kravets, Magda Bąk, Gosia Wojtkowiak
Account director (agency): Monika Brzezińska
Client account director: Jakub Barzak, Jerzy Hołub, Michał Rutkowski
Strategic planner / strategist: Marcin Samek, Adam Stasiak
Pr director: Karolina Kawska
Illustrator: Maja Kobylińska
Screenwriter: Cezary Zbierzchowski
Agency producer: Dominika Grzegdala
Post production: Rafał Jastrzębski, Grzegorz Nowiński
Additional company: Grzegorz Bobrowski, Dawid Kaźmierczak, Justyna Zarejko, Mariusz Otowski, Natalia Żmuda, Marta Życińska, Marta Borówka, Marzena Szkolak, Bohdan Pękacki, Monika Paczka, Radek Florczak, Marek Tomaszewski, Maciej Grzeszek, Dawid Pierzak