Client: Grupa Zywiec
Year: 2016
Range: Warsaw

Krolewskie unfiltered

Grupa Zywiec

Królewskie Unfiltered “Flavour of oldschool Warsaw”

On Królewskie’s request we have worked on the creative marketing strategy using the mural as means of introducing a new variety of Królewskie Unfiltered to the market. The main slogan of the campaign was “Flavour of oldschool Warsaw”, basing on the positive connotations with the period of Polish People’s Republic. Our idea was to paint a genuine copy of historical photo of Warsaw, acquired from National Digital Archives, and then reproduce and paint the very same frames as they are at the present time. We were looking for the location which would be easily recognisable for the majority of our target, and at the same time, free from informational clutter and omnipresent advertisements. As we wanted to present “flavour of oldschool Warsaw” by showing how the streets and the people have changed, and not necessarily the architecture, we have chosen to portray the W-Z route, viewed from Castle Square, in the direction of Praga. To reproduce the original photo, taken by Ms Grazyna Rutkowska in May 1967, we have taken over 700 photos. Eventually, we have created two large-scaled murals, 320 square metres each, which were to be perfectly correspondent with each other in every detail. It took us 10 days to accomplish this.

A view on Bracka Street in Warsaw City center with a painted mural of Krolewskie beer brand | Krolewskie unfiltered | Portfolio
A mural project for Krolewskie beer brand | Krolewskie unfiltered | Portfolio
Artists painting a mural for Krolewskie on Bracka Street in Warsaw | Krolewskie unfiltered | Portfolio
Artist painting letters on a mural advertising Krolewskie unfiltered beer in Warsaw | Krolewskie unfiltered | Portfolio
Artists painting a mural for Krolewskie on Bracka Street in Warsaw | Krolewskie unfiltered | Portfolio
Mural for Zywiec Group with a Krolewskie beer brand advertisement on Bracka street in Warsaw | Krolewskie unfiltered | Portfolio
Dom Towarowy Bracia Jablkowscy seen form Krucza street with Krolewskie unfiltered beer mural | Krolewskie unfiltered | Portfolio
Artist at work painting a mural on a wall at 25 Bracka street in Warsaw city centre | Krolewskie unfiltered | Portfolio
A view from a scaffolding while painting a mural for Krolewskie unfiltered beer | Krolewskie unfiltered | Portfolio
Unfiltered Krolewskie beer brand on a mural in Warsaw city center on a wall of Dom Towarowy Bracia Jablkowscy | Krolewskie unfiltered | Portfolio
Artist painting a large format wall painting for Krolewskie unfiltered beer  | Krolewskie unfiltered | Portfolio
A Krolewskie unfiltered beer advertisement painted on a wall of Dom Towarowy Bracia Jablkowscy in Warsaw | Krolewskie unfiltered | Portfolio
Krolewskie unfiltered beer advertising mural on 25 Bracka street at night | Krolewskie unfiltered | Portfolio
A view on Krucza street in Warsaw with an advertising mural of Krolewskie unfiltered beer in the background | Krolewskie unfiltered | Portfolio