Adam Małysz and Krzysztof Hołowczyc team up in a campaign for non-alcoholic beer – Tyskie Zero

A duo of champion ambassadors featured in the "Drivers, We're on TY from Zero" campaign. Together at the starting line are Adam Małysz – a distinguished ski jumper, and Krzysztof Hołowczyc – a legend of rally racing.

On March 11th, Kompania Piwowarska’s Tyskie brand kicks off the 2024 season with a strong campaign for its non-alcoholic variant. Targeting drivers, the campaign aims to remind them that only non-alcoholic beer can be consumed before driving. The main carriers of the campaign are automotive-themed commercials, which will be broadcast on television and the internet. This marks a new chapter in the development of the brand's communication platform – Jesteśmy na TY.

– We invite all fans of motorisation and road users to our world: professional and amateur drivers, motorcyclists, enthusiasts, designers, garage tinkerers and gadget lovers, because all drivers can be friendly and on TY - no matter what they drive – says Łukasz Kling, Tyskie Brand Manager. – Adam Małysz and Krzysztof Hołowczyc are a strong pair that could represent Poland at international rallies, as they both have competed in the Dakar Rally. These outstanding drivers, despite their different career paths, come together in the world of Tyskie Zero – he adds.

Everyone knows Adam Małysz and his extraordinary achievements in ski jumping. The Wisła-born jumper is also a respected rally driver. His shared passion puts him on par with the multiple medallist of rally races – Krzysztof Hołowczyc, a long-term ambassador of Tyskie Zero. The series of commercials featuring both of them shows that despite differences, drivers can be on TY together. Tyskie Zero is a symbol of a greater idea – it shows that the differences that divide us can be overcome, and a common ground can be sought..

– I am glad that we meet with Krzysztof as ambassadors of Tyskie Zero, to share our passion and good practices with other motorisation enthusiasts. Mutual courtesy on the road, right after safe and responsible driving, is a wise approach. Drivers, let's be on TY from Zero – encourages Adam Małysz.

The campaign concept was developed by – Huta 19 im. Joachima Fersengelda and Tyskie brand team. The video spots were directed by Tadeusz Śliwa. The director of photography was Zuza Krajewska. Production – MOON films, postproduction – Televisor, sound engineering – Juice. Media planning – Zenith. Visual identity: BNA.