PolArt is the largest Polish cultural arts festival in the Southern Hemisphere, featuring the very best of Polish music, dance, theatre, literature, food and more. With South Australia hosting the 50th anniversary of the festival, we needed to make sure the celebration lived up to the hype, appealing to both those with Polish heritage and those without. By creating a bold and inclusive program, we’d invite new audiences to discover Polish culture, while honouring tradition.

To connect with our audience, we needed something people could relate to. Euro trips have always been popular for Australians, and Poland’s popularity as a tourist destination has gained a lot of traction. In this campaign, we encouraged people to get a taste of Europe by adding a bit of Polish to their lives.

Playing off the richness of Polish heritage and Australia’s love for a good pun or two, we created a campaign that reflected the vibrancy and tradition of Polish heritage. Rolling out across social, outdoor and radio, the campaign told the Polish story through an authentic, yet fun and catchy narrative, ensuring Polish culture was inviting and accessible to all.