THE DEATH OF THE PALM

TitleTHE DEATH OF THE PALM
BrandUN ENVIRONMENT PROTECTION/GRID-WARSAW CENTRE
Category F04. Social Behaviour & Cultural Insight
Product/ServiceUN WORLD ENVIRONMENT DAY
Entrant SYRENA COMMUNICATIONS Warsaw, POLAND
Idea Creation SYRENA COMMUNICATIONS Warsaw, POLAND
Media Placement SYRENA COMMUNICATIONS Warsaw, POLAND
Additional Company PROPSY PR Warsaw, POLAND
Additional Company 2 ONE HOUSE SP. Z O.O. Warsaw, POLAND
Credits
Name Company Position
Jarek Wiewiorski Syrena Communications Executive Creative Director
Levan Muskhelishvili Syrena Communications Creative Director
Barbara Borkala Syrena Communications Creative
Tengiz Begoidze Syrena Communications Art Director
Feliks Marciniak Syrena Communications Art Director

Cultural / Context information for the jury

The plastic Warsaw Palm is the largest modern art object in Poland. It was installed in the city centre by the Museum of Modern Art in Warsaw and the artist Joanna Rajkowska in 2002, and initially planned just for one year. The giant work was immediately embraced by many, but also sparked hostility from traditionalists who opposed its message of diversity and otherness. Over time, it grew to be appreciated and was commissioned to stay. It is now an artistic symbol of Warsaw, a tourist destination and a meeting place of the residents. It is often referred as "the only palm tree in Poland" and "the most famous Polish tree".

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

The Warsaw Palm has became a part of the language and culture ("Let's meet at the Palm". Many say that relaxing around this symbolic, lush green exotic object helps them to transgress from a gray, smoggy and dirty downtown landscape. We wanted to address that insight - as lot of residents are daydreaming about a "different city" - pollution free and green, but actually not doing anything about it. We aimed to challenge their thinking by secretly "killing" the symbol of their longings and when they turn to internet to check what's going on, to be there for them, pointing out the actions to help the environment and promising that the Palm can get back to green again.