Wyborowa's Project 30/90 by McCann Worldgroup Poland fused the brand's 90th anniversary with composer Radzimir Dębski's 30th birthday through a crowdsourced
BLOGWyborowa Project 30/90 Turned Crowdsourced Sound Into a Anniversary Film
Wyborowa's Project 30/90 is a 2017 integrated campaign created by McCann Worldgroup Poland that invited the Polish public to submit short videos of everyday sounds, which composer and producer Radzimir Dębski then selected and transformed into a single eight-minute music video to mark both the Adsoftheworld.clapboard.com/archive/jimmy-dean-50th-anniversary-food-drink">vodka brand's 90th anniversary and Dębski's 30th birthday, according to Fiscal Wa Gov.
Published in February 2017 in Poland, the campaign sits at the intersection of participatory culture, musical craft, and brand heritage. Wyborowa, whose origins trace to Poland's State Spirit Monopoly in 1926, used the dual-anniversary conceit as a creative fulcrum — the numbers 30 and 90 are not decorative; they are the campaign's entire architecture, according to LinkedIn. By anchoring the work to two verifiable, emotionally resonant milestones, McCann Worldgroup Poland gave Polish consumers a genuine reason to participate rather than merely observe.
The campaign's mechanics were deliberately accessible. Participants recorded sounds from their immediate environment — instruments, voices, ambient noise, domestic clatter — and submitted those recordings as short video clips. Radzimir Dębski, known professionally as Jimek, then curated the submissions and composed around them, producing a piece of original music that bore the fingerprints of public contribution. The resulting film served as the campaign's anchor media asset, the single piece of content through which the integrated campaign resolved. In Poland, where vodka occupies a category position both commercial and cultural, placing a heritage brand at the centre of a collaborative creative event carried strategic weight beyond standard product communication. Wyborowa earned a Clapboard Score of 54 out of 100 for this campaign, reflecting competent execution with room for broader reach and measurable consumer impact.
BLOGWyborowa operates in a vodka category defined by premiumisation pressure and intensifying competition from both domestic and international rivals. In 2017, global vodka volume reached approximately 340 million nine-litre cases, growing just 0.2 percent year-over-year, according to The Spirits Business, while global vodka value climbed to approximately US$67.49 billion from US$64.61 billion the previous year, representing 4.5 percent value growth, as reported by The Drinks Business. That divergence — near-flat volume against faster value growth — signals a market moving upward in price and positioning rather than expanding in consumption, a dynamic directly relevant to how a brand like Wyborowa chooses to communicate.
Within that environment, Wyborowa, which became part of The Absolut Company within Pernod Ricard in July 2008 as noted by the brand's own historical records and confirmed via Wikipedia, competes for premium shelf positioning against international vodka labels including Belvedere, a fellow Polish-origin premium brand under LVMH, and Żubrówka, a domestically rooted competitor with deep cultural equity in the Polish market. Neither competitor had, at the time of Project 30/90's launch, executed a campaign that recruited mass public participation as raw creative material.
McCann Worldgroup Poland's strategic insight was to treat Wyborowa's anniversary not as a retrospective but as a permission structure. A brand turning 90 in Poland risks self-congratulation; framing that milestone alongside a young, credible Polish composer's 30th birthday reoriented the campaign toward the future and toward collaboration. The choice of Radzimir Dębski as creative partner was consequential: Jimek is a recognised figure in contemporary Polish music, lending the project cultural authenticity that advertising alone cannot manufacture.
Radzimir Dębski anchors the creative execution of Project 30/90 as both its artistic subject and its primary creative agent. His role was not ambassadorial. Dębski received, curated, and composed from the sound submissions provided by the Polish public, making the final eight-minute music video a genuinely collaborative artefact rather than a branded content simulation of participation. Director Łukasz Zabłocki translated that process and its results into the film itself, giving the campaign its single media asset and its most durable piece of communication.
The creative team at McCann Worldgroup Poland responsible for Project 30/90 included creative directors Bartek Klimaszewski and Marcin Sosiński, art directors Grzegorz Karwowski and Jarosław Michalski, and copywriter Magda Banasik, as documented in the campaign's production credits. That team constructed a brief with inherent creative tension: the campaign needed to be open enough to attract genuine public contribution while structured enough to produce a coherent and aesthetically credible final film. The solution was to place that tension entirely in Dębski's hands — participants submitted; Jimek chose and built.
The integration across the campaign flowed from the film outward. As an integrated campaign, Project 30/90 used the participatory submission phase to generate engagement and the resulting composition to generate reach, with the film functioning as the resolved, shareable expression of everything the campaign had gathered. In Poland, where music culture and vodka heritage intersect in specific and well-understood ways, this structure had internal logic: the act of contributing a sound to a Polish composer working with a Polish vodka brand carried meaning that a conventional advertising spot could not replicate. The production's restraint — one director, one composer, one film — reinforced rather than diluted that logic.
Project 30/90 earned measurable industry recognition in Interaktywnie.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats">Poland's advertising awards landscape. The campaign won four silver awards at KTR 2017, Poland's leading creative advertising competition, and two silver awards at MIXX 2017, the industry's interactive and digital marketing awards, as documented in campaign records, according to Markezine Jp. That total of six silver awards across two distinct award bodies represents a meaningful validation of the campaign's creative and strategic construction, particularly for an integrated campaign operating on a single primary media asset.
No verified consumer performance data for Project 30/90 — including reach figures, submission volumes, video views, or sales impact — is publicly available. What the award results do confirm is that the campaign was judged effective by peer juries across both traditional creative criteria, as assessed at KTR 2017, and digital and interactive criteria, as assessed at MIXX 2017. The dual recognition suggests the campaign succeeded in executing integration credibly: the participatory mechanic satisfied interactive judges while the creative and film output satisfied craft-oriented ones.
Structurally, the campaign's effectiveness rests on the reliability of its conceit. Crowdsourced participation campaigns frequently collapse when the input stage fails to attract sufficient or sufficiently interesting contributions. Project 30/90 mitigated that risk by making the composer, not the brand, the visible curator — shifting responsibility for quality from the crowd to a trusted creative figure. The Clapboard Score of 54 out of 100 reflects a campaign that executed its core idea with discipline but whose documented reach and long-term brand impact remain limited to what its single media asset and Poland-specific distribution could achieve.
Project 30/90 was a 2017 integrated campaign by Wyborowa and McCann Worldgroup Poland. It invited the Polish public to submit everyday sounds, which composer Radzimir Dębski curated and transformed into an eight-minute music video marking Wyborowa's 90th anniversary and Dębski's 30th birthday.
McCann Worldgroup Poland created Project 30/90. The team included creative directors Bartek Klimaszewski and Marcin Sosiński, art directors Grzegorz Karwowski and Jarosław Michalski, copywriter Magda Banasik, director Łukasz Zabłocki, and composer Radzimir Dębski, who served as the campaign's central creative and musical figure.
Project 30/90 won four silver awards at KTR 2017, Poland's leading creative advertising competition, and two silver awards at MIXX 2017, the Polish interactive marketing awards. Six silvers across two award bodies confirmed the campaign's strength in both traditional creative and digital integration categories.
Wyborowa used crowdsourced sound to reframe a heritage milestone as a collaborative event. Rather than commemorating its 90th anniversary with retrospective advertising, the brand recruited public participation through a credible artistic partner, giving Polish consumers direct creative involvement and giving the campaign cultural authenticity beyond standard branded content.
Wyborowa was created by Poland's State Spirit Monopoly in 1926, with distilling history in Poznań traced to 1823, according to historical brand records and Wikipedia. The brand became part of The Absolut Company within Pernod Ricard in July 2008, placing it within one of the global spirits industry's largest portfolio operators.
Project 30/90 received a Clapboard Score of 54 out of 100. The score reflects disciplined execution of the participatory music concept and verified industry recognition through six Polish advertising awards, balanced against limited publicly documented consumer reach and the campaign's reliance on a single primary media asset.
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