Redefining Polish Culture Through Creative Campaigns

Polish Institute Berlin: Poland – Closer Than You Think

Gillen Design partnered with the Polish Institute Berlin to create a thoughtful and witty campaign aimed at bridging the cultural gap between Poland and Germany. With the tagline “Poland – Closer Than You Think” (Polen, näher als du denkst), the campaign highlighted the cultural similarities between the two nations, encouraging German audiences to explore and connect with Polish culture in an approachable and inviting way.

A Minimalist Start: Printed Postcards

The collaboration began with the design of printed postcards, featuring:

Minimalist Design: A bold red, white, and black palette inspired by Poland’s national colors, delivering clarity and impact.

Black-and-White Imagery: Showcasing people and personas in timeless tones, emphasizing shared humanity and cultural closeness.

Witty Headlines: A series of engaging phrases that invited German audiences to see Poland as a culturally vibrant and nearby destination.

This campaign effectively communicated the message of cultural proximity in a modern and elegant way, resonating with audiences across age groups.

Christmas Campaign with AI Innovation

As a second part of the collaboration, we created an innovative Christmas campaign toward the end of 2024. This time, the focus shifted to digital assets, where we introduced a bold collage art style to connect Poland’s cultural heritage with its contemporary identity.

A Modern Collage Approach: This visual storytelling style combined images of modern individuals with 19th-century portraits, emphasizing how the past remains an integral part of Polish identity. While Polish culture is often viewed through the lens of its historical roots and traditional arts, we sought to offer a fresh perspective. The collage showcased that, while Poland’s heritage is deeply respected and celebrated, it is the modern, innovative, and dynamic identity that defines the nation today. This seamless blend of tradition and contemporary vibrancy created an inspiring and forward-thinking visual narrative.

• Symbolic Heroes:

• The Stork: A sophisticated representation of Poland’s national symbol, embodying pride and modernity.

• The European Deer: A timeless symbol of Christmas, elegantly dressed in traditional Polish attire to celebrate the intersection of history and contemporary art.

For the first time, we utilized generative AI to create these key characters, adding a cutting-edge dimension to the campaign. The result was a visually striking and memorable campaign that celebrated Poland’s culture with wit, charm, and artistic innovation.