News

28.09.2012

K2 promotes the City of Lodz.

K2 Agency has prepared four thirty seconds long TV spots and one short five minutes long movie promoting the City of Lodz. The above realizations are the outcome of the contest won by K2 and organized by the Promotion, Tourism and International Cooperation Office, the Department of Mayor at the City of Lodz Office.

An original approach to the marketing of regions and a deep sincerity in presenting the City of Lodz is what characterizes the winning idea. The spots will be set against a superficial image of post-industrial Lodz and diverting from the trend of “propaganda of regions”,.They tell the story that Lodz is not a perfect place and that the fall of the Industrial Age had a great impact on the city,  they also show that pressure gives birth to diamonds.

In the visual layer it was emphasized that, even though Lodz’s urban tissue is raw in its character, it is exactly this rawness that hides plenty of unusual beauty.

In the visual layer it was emphasized that, even though Lodz’s urban tissue is raw in its character, it is exactly this rawness that hides plenty of unusual beauty.

In the textual layer the young citizens of Lodz (in the longer movie also the elder ones) present their views on the city and the roles they play in it. All of the characters in TV spots show with their hard work and attitude that it is exactly this Lodz, not the other, that inspired them to do valuable things. These characters are Michał Bieżyński – the founder of Urban Forms Foundation, Rafał Lejman – a designer and  owner of the RUSH textile industry brand, Kuba Wadnachowicz – the member of the band of Cool Kids of Death and the co-founder of the DOM club and Dorota Chochlewicz – the alumnus of the Lodz Fine Arts Academy and the founder of the Enchanted Pencil (Zaczarowany Ołówek) company that aids in the development of artistically gifted children.

 – We decided that if we painted a pretty picture, beautified it and created fancy marketing slogans and if we did not tell the truth about this city, no one would want to listen to us, no one would believe that Lodz was revitalizing. But it is revitalizing indeed and  is worth emphasizing – says Daniel Rakus, K2 Senior Creative & Copywriter, the author of the concept, the citizen of Lodz, the alumnus of the University of Lodz.  – Our production focuses on the young creative force of Lodz that flourishes on the raw urban tissue. Owing to this it turns into creative energy that cannot be ignored – he adds.