When we found out that Chocolate Factory Museum was opening in Warsaw—a place where history intertwines with modernity—we felt we can create a great campaign. So … we made a great campaign. Why? Because we CAN!
The Challenge
Let’s start with a bit of history! Between 1927 and 1931, at the request of Jan Wedel, the E.Wedel factory was built. It completely transformed the scale of this local, family-run company. The factory was constructed on Zamoyskiego Street in Warsaw’s Kamionek district, right next to Skaryszewski Park.
The factory works there to this day, and in September 2024, a modern, interactive, and multisensory museum opened right next to it. This is a one-of-a-kind event, both for the E.Wedel brand and for the entire city of Warsaw, to which it is deeply connected. Our task was to create a campaign that would not only reach the city’s residents but also highlight the uniqueness of this place.
What Did We Do?
Such a museum called for an unconventional approach. We asked ourselves: what makes it different from traditional museums? And… we found a whole list! The opportunity to interact with exhibits, taste the chocolate, and experience the exhibition with all your senses—from touch to smell!
The E.Wedel Chocolate Factory is not just a museum – it’s a place to play, explore, and savor! That’s why we built the campaign around the contrast with the stereotypical idea of one one may do in a museum, summed up in a simple sentence: YOU CAN. Our message was clear: this is a museum that offers more than you expect.
The campaign was a complex design—from communication strategy to photo shoots and final creative execution. One of the main challenges was organizing the shoot inside a museum that was still under construction. Our team had to visit the location multiple times to plan shots, set design, and select which elements we could show, despite certain limitations.
Thanks to close collaboration with photographer Zuza Krajewska and a detailed analysis of the museum’s attractions and target groups, we created a series of images that perfectly captured the spirit of the place. We enhanced them with carefully chosen slogans, segmenting our messaging into several communication groups.
The result was a widely visible campaign using the full spectrum of OOH formats – citylights, digital citylights, metro screens, public transport displays, busbacks, and large-format screens at the M1 and M2 subway transfer stations in Warsaw.
We also launched an extensive digital communication strategy (programmatic display, SEM) and social media campaign (Meta and native TikToks). We even produced a radio ad that aired on local radio stations.
Campaigns like this are proof that you can and you should push the boundaries of imagination. YOU CAN!
