„Dudes”

Królewskie (Royal/King) Beer is a legendary local brand in Warsaw. There is no city without the King, there is no King without the city as people say. In fact Królewskie is a cheap local brand mainly for blue collars and football supporters. Client decided to build the brand nationwide and expand its audience, but keeping its local charm at the same time. Yards, blocks and neighbourhoods of Warsaw, where severe wives  definitely aren’t the top models and blokes are not too ambitious but they are clever – became canvas for this stories. Guys who had grown up together, stick together, they fool their wives hand in hand to get the sip of their favorite beer. This is what makes them happy. The campaign become a cult one, the jokes and sayings from it repeated and its characters became truly famous.

It was mainly a TV campaign aired for over two years. First three copies: „Match”, „Aerial”, „Hairdresser”, then following year three other executions proceeded by the short teasers announcing each spot “Cat”, “Alarm” and “Rubish”.

Agency: Lowe Lintas GGK

 Krzysztof Iwiński

Prizes&Awards: Epica, Eurobest, Golden Drum

Merits: Epica, Eurobest, Best Polish Commercial 2001/2002