| Golden Drum 2017 | ||
|---|---|---|
| Capture (use) of local spirit | - | Golden Drum |
| Public relations | Social responsibility | Good Cause Grand Prix |
| Events | Social and charity events | Silver Drum |
Advertiser: Caritas
Brand Name: Caritas
Product/service: Caritas
Campaign Name: The Biggest Christmas Choir
Country: Poland
Agency: Grey Poland
Agency Network: Grey
Executive Creative Director: Jakub Korolczuk
Creative Director: Rafał Ryś, Mirosław Charkot
Art Director: Maciej Diduszko
Copywriter: Szymon Lechowicz
Designer: Maciej Rodzik
Account Director / Manager: Katarzyna Szewczuk
Managing Director: Anna Pańczyk
Strategic Planner / Strategist: Adam Śmiłowski
Pr Director: Adrianna Fajerska
Agency Producer: Anna Green
Other Credits: Marta Sawicka
Jacek Wójcik
Szymon Demirkol
Creative idea explanation:
On 24th of December 2016 we made 20 000 000 Poles sing and listen to the most-known Christmas carol with changed lyrics. The new version described how to help Syrian refugees. We invited 10 000 Polish parishes to perform it live during Christmas Masses. The carol was so loud and had such an impact, that it was heard outside churches – in media it was mentioned 239 times.