“If you’re going to raise something, it’d better be Żubr” – the brand’s new campaign features a UFO, a levitating tractor and a series of unexplained phenomena

Great commotion in the world ruled by the guardian of the forest. In a campaign that kicks-off the beer season, the iconic Żubr sparks the interest of extra-terrestrial beings.

Owned by Kompania Piwowarska, the Żubr brand is known for its original sense of humour and playful attitude towards reality. For its biggest 360° campaign of the year, it has opted for a quite surprising story. The forest has never heard of such a situation before. Unidentified Flying Objects began to appear in various locations across the country. Witness accounts confirm one thing: they are searching for something. They attempt to raise various objects and creatures to beam them up.

At the beginning of April this year, the launch of the campaign was announced with the use of unconventional influencer marketing activities on the internet and in the press. On the social media profiles of actor Janusz Chabior, a series of recordings reporting the unusual presence of UFOs could be seen. The visits of the extra-terrestrials were also commented on by the Super Express newspaper in a story about the levitating Bison. All that was accompanied by activities executed by online creators: for example, on the "Bez Tajemnic" channel, a conversation with ufologist Robert Bernatowicz (link to the interview) was published, explaining, from a scientific point of view, the nature of a close encounter with another civilization.

It turned out that it was the bison that appealed the most to the mysterious space visitors. This recognition is emphasized in the campaign slogan: "If you’re going to raise something, it’d better be Żubr." The culmination of the search is shown in the advertising spot.

- This is probably Żubr’s most unearthly campaign, which relates to a very earthly ritual of raising a glass of beer. I am sure it will be received with a smile and inspire people to celebrate extraordinary moments in the company of the king of the forest – says Michał Szczerba, Żubr Brand Manager.

The TV spot concept was developed by PZL, production was executed by Moon Films, sound engineering – Juice, and postproduction – Platige Image. The digital and PR activities were carried out by Huta 19 im. Joachima Fersengelda. Media planning and buying was delivered by Zenith, owned by Publicis Groupe.