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Insight: When “being” turns into “having”
The starting point is the observation that we increasingly “collect” experiences rather than actually living them: we hoard memories on our phones and in our minds, planning the next thing while losing touch with the here and now. Lech stands as a counterweight to this mechanism, inviting everyone to return to the essence of embracing moments: to experience them fully, at our own pace, without the need for judgment or checklists. Instead of asking “how many?”, the brand proposes a different question “how?”: how authentically are you living, how deeply are you experiencing, and how present are you in this moment?
Creative idea: micromoments
The campaign tells the story of micromoments – short, specific instants that taste best when you allow yourself to simply experience them. Each execution focuses on one small universe and on catching your breath in contrast to the rush of everyday life. The idea is brought to life in video spots directed by Tadeusz Śliwa and through photography by Kamil Kotarba..
Young adults know how easy it is to slip into “autopilot” mode, just ticking off daily tasks. That’s why in the latest campaign we bring out the very best of the “Łap Chwile” platform: being here and now – says Paweł Drubkowski, Lech Brand Director.
Nowadays, micromoments are the most authentic currency of attention – because they don’t pretend to be grand manifestos. They are brief scenes where we catch our breath and find our way back to ourselves – adds Jakub Kiraga from the VML agency.
The new rollout of the “Łap chwile” platform launches on March 3 across TV, OOH, cinemas, and digital (including VOD), as well as at points of sale (POSM). The campaign will be supported by collaborations and activations tailored to specific contexts and occasions.
