Allegro - "English for beginners"

Bardzo Warsaw, Poland

Awards

45035

Brand: Allegro
Country: Poland

Advertiser: Allegro

Title	English for beginners
Brief	We meet an older Polish man who has clearly decided to make a great effort to learn English. We follow him throughout his life as he practices using a book he's ordered online, some tapes and sticky labels. Shortly after, he takes a plane to England. He arrives at his son's home, where he is introduced to a shy little girl. "Hi," he says. "I am your grandpa." And you? What are you looking for? Order it online from Allegro. This touching tale depicts an older Polish man who makes a great effort to learn English, using a system he's ordered online via Allegro. At the every end, we realise that his goal was to communicate with his new granddaughter in London. "Hi," he says, when he meets her. "I'm your grandpa." With a few clicks of his mouse and a confident nod to his Jack Russell, an elderly man orders English for Beginners online. Soon, Post-It notes are strewn about his house as he labels everything in English, right down to the dog. “I am, you are…” he practices. Later, a suitcase comes in the mail. He packs and takes a flight to the UK, where he joins his son and daughter-in-law for Christmas. A timid little girl appears. “Hi," he tells her. "I am your grandpa.” Hearts melt.
Agency	Bardzo
Campaign	English
Advertiser	Allegro
Brand	Allegro
Date of First Broadcast/Publication	2016 / 11
Business Sector	Online Retail, E-store
Story	A story of an older man who makes an effort to learn English in order to be able to communicate with his granddaughter who lives in England. Our ad refers to many Poles’ lives as many people have recently left the country to look for jobs. Many of them left for Great Britain and their families split. Some of the emigrants started their families there.
Result	Our film appeared to be the most discussed commercial in history of polish advertising and possibly one of the most famous spots in the world. Word of mouth made it famous. People were sending it to each other and discussing it online. It had enormous number of shares and likes on FB (1.1 mln views, almost 14 thousands of shares and 1.7 thousand comments on Allegro profile on FB) It had 14 000 000 views on Allegro's YT channel and many more views in other sites. On Youtube ads leaderboard in 2016 it was 9th in Europe and number 1 in Poland.Ads of The World described it as one of the most popular campaigns in 2016 in the world.
Media Type	Web Film
Length	179 seconds
Production Company	Cut Cut
Creative Director	Hubert Stadnicki
Copywriter / Art Director	Ania Kowalczyk-Nowak
Copywriter / Art Director	Hubert Stadnicki
Agency Producer	Bartek Nowak
Art Director	Wiktor Pietrzak
Director of Film Production	Jesper Ericstam
Director of Photography (DOP)	Henrik Stenberg
Music, Radio and Sound Design	Marcus Bergkvist, Music Super Circus
Editor	Kuba Pietrzak
Copywriter	Ania Kowalczyk-Nowak
Production Company Producer	Grazyna Bastek
Graphic Designer	Rafał Kuźma