Maternity leave is a prickly topic. It scares women and horrifies men. Except at Polish content agency, FCB Bridge2Fun. (It weaves pop culture and advertising communications together.)
Małgorzata Drozdowska and Agnieszka Klimczak had been working together since 2004, and creative directors at FCB Warsa from 2014 to 2017, when they went on maternity leave. They’d created campaigns for clients including IKEA, Lotto, Tena, Prima, Nivea, AXA, Nissan and Limitless in Dubai. During maternity leave, they also founded a dollhouse company that became a designer phenomenon described by Huffington Post and were selected by the Wallpaper as “one of the brightest beacons in the Polish design firmament”.
While the pair were at FCB Warsaw, the agency won its first Cannes Lion forPrima coffee. The next year, a Grand Prix at KTR the most important Polish creative festival. In 2017, they won 2 Cannes Lions, and their project, Smart Bell, was shortlisted among the 35 most innovative projects in the world at Cannes, won 2 Grand Prix at the Golden Drum festival and awards at One Show. In the customer satisfaction survey of MMP 2017, the agency became the #1 network agency, gaining the highest marks in almost all criteria.
To welcome Drozdowska and Klimczak back to FCB, the agency made a film. A fun short film, in which stars including multi-award-winning actor, Bogusław Linda; director, Patryk Vega; actress and singer, Patrcia Kazadi; and music artist and businesswoman, Kayah, discuss ways that they can find work for the Creative team. Singer, Brodka; journalist, Dorota Wellman, and radio and television presenters,, Agnieszka Woźniak-Starak and Piotr Kędzierski, also join the talent debating the challenge with FCB Bridge2Fun chief executive officer, Rafal Baran.
As the film points out, they can’t sing and they can’t dance, but it goes on to highlight what they can do – make outstanding advertising. (Of course, the film and its cast also highlight the agency’s impeccable reputation across advertising and entertainment in Poland.)
Baran commented, “I am very pleased that Agnieszka and Małgorzata accepted our offer. They are indeed a unique, effective and extremely creative duo. Each of them also has a personality that allows managing the creative process of the entire agency. I am convinced that together we will provide an even better creative product for our clients.“
Klimczak and Drozdowska added, “It sounds paradoxical, but although we are going back to our old agency, it opens completely new possibilities. FCB always had the ambition to offer world-class creative ideas, but through the merger with Bridge2Fun, it also gained an extraordinary momentum and a clearly defined vision, combining advertising with entertainment. We cannot wait to see results of this co-operation.”
Client: FCB Bridge2Fun
Creative Directors: Małgorzata Drozdowska & Agnieszka Klimczak
Chief executive officer: Rafał Baran
Producer: Roma Mirek
Production House: 4FUN TV