Tyskie launches a new campaign: Jeeeeeesteśmy na TY!

Jerzy Dudek and Łukasz Piszczek are joining forces in Tyskie’s latest campaign. Ahead of the upcoming football celebration, the two outstanding former Polish national team players – remembered by fans from football’s biggest stages – team up with the brand to highlight that the essence of being a fan lies in the emotions that bring people together.

In its newest campaign, Tyskie celebrates the diversity of fans, showcasing the rituals, symbols, and emotions that accompany major sporting events. The brand’s message is clear and simple: we all support differently, but what brings us together is simply what matters most – We are all fans!

Tyskie continues to evolve its signature “Jesteśmy na TY” communication platform, taking it to a whole new level. This year’s edition focuses on the emotional rollercoaster of being a fan – from pure euphoria to tension, and from collective celebrations to personal rituals. Known for its iconic campaigns centred around bringing Polish people together despite their differences, football culture is deeply embedded in Tyskie’s DNA. The new campaign highlights that there is no single “right” way to experience a match – every fan’s style is unique because it stems from authentic passion. It is a story about all fans, including those who do not follow football on a daily basis. Often, it is the simple human need for community and togetherness that draws us in front of TV screens and into stadiums.

– Many of the decisions we made while developing this campaign are truly groundbreaking for us. One of them is changing our iconic red band to one that clearly captures the spirit of the occasion and shows that, as a brand, we identify with the fans. We also invited Polish football legends Jerzy Dudek and Łukasz Piszczek to step in as campaign ambassadors. Throughout the process, our goal was crystal clear: to show that being a fan is about so much more than just watching a game. It’s about powerful emotions that bring people together regardless of any differences. This campaign shows that while everyone supports in their own way, when it comes to being a fan, “We’re aaaaaall on TY!” – says Kamil Ochelski, Tyskie Brand Manager.

For the duration of the campaign, we have swapped our traditional colours for fan-inspired ones – for the first time in the brand’s history its visual identity has been so vibrant and energetic, highlighting the stadium atmosphere. These distinctive colours will appear across all campaign materials, from TV advertising to POSM, OOH and online activities. The campaign slogan itself, styled like a chant, mirrors the intense emotions fans experience while watching matches. Together, these elements create a powerful sense of unity around one of the world’s biggest sporting events.

This year’s campaign spans a broad range of communication activities across ATL, digital, social media and OOH channels. The brand is also planning a series of non-traditional activations designed to engage football fans throughout the tournament, strengthening Tyskie’s presence during the most emotionally charged moments.