BACKGROUND

Farmers are a tough audience – practical, busy, and wary of corporate talk. PKO Bank Polski wanted to break the mold: moving away from outdated agricultural clichés to show that modern farming is a forward-looking, strategic business that deserves a serious financial partner.

SOLUTION

Instead of repeating generic agricultural messaging, we built the campaign around the word GRUNT (Polish for “ground”). It’s their land, but also their foundation:

• 1. The Big Idea: "Modernity built on values." We positioned the bank as a partner that understands both high-tech progress and traditional stability.
  
  
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• 2. The Language of Growth: We created a creative platform that connects the soil with finance – showing that you invest in the ground to grow, and the bank provides the security to do it with confidence.
  
  
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• 3. Full-Scale Toolkit: We delivered a complete 360° campaign, including a 30-second TV spot, radio, press, social media, and high-impact Key Visuals.
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RESULTS

The campaign reframed the brand's perception within the agricultural sector. PKO Bank Polski became the "bank of first choice" for modern agriculture – not just as a lender, but as a credible partner. We helped turn the perception of farming from "traditional labor" into a strategic, future-focused business – positioning the bank as a partner for long-term growth.

Check the spot here: