July 20, 2021
VMLY&R Poland recently brought home a Grand Prix at the 16th Golden Arrow Awards, presented by the editors of Media Marketing Polska and the SMB Marketing Association.
The office's cross-marketing campaign for Decathlon and IKEA (see below) not only won the Grand Prix, but was honored with statuettes in the Open, Social Media, and Marketing During a Pandemic categories.
Additionally, "Schools for Equality" for BNP Paribas Bank received a double award in the competition. The campaign, which promotes female role models in Poland.
More on the IKEA/Decathalon work:
Due to the pandemic, over the past 18 months our homes have become workout spaces and yoga studios, among other things. That's why two brands supported by VMLY&R Poland — IKEA and sporting goods retailer Decathalon — teamed up in social media and outdoor advertising to support a healthier life at home. The unique campaign includes IKEA exchanging its slogan, “Welcome to a Better Home,” with Decathalon’s sports-focused tag line — and vice versa. The unexpected collaboration and common ground between the two brands delighted consumers on both sides.
