„I’m sorry”

PZU is perceived as expensive. In fact if you compare its offer carefully to the competitive ones, in many cases it is even cheaper. The aim of this campaign was to change a common belief which had nothing to do with reality. So what do you have to do if your lack of knowledge mislead someone? Someone close? It would be good to apologize. Massive multimedia campaign, including PR and social debate based on public apologizes which created massive buzz.

Agency: Leo Burnett Warsaw

Team:  Karina Marczak   Weronika Zarębska

Prizes&Awards: KTR

Merits: KTR