THE SCENT OF LGBT SIN

Creative Team: Zuza Gałczyńska, Maciej Krawczyk. Art Director: Jago Gizińska Stonewall: Mateusz Sulwiński. Consultant: Grzegorz Miecznikowski Fragrance Composer: Ania Bojara.  Motion Designer: Vladi Kravets Growth & Strategy Director: Joanna Sagan. Head of Art: Bodo Kaniewski. Creative Director: Jakub Sagan, Adam Sierociński. Foodoo: Natalia Franczak, Julia Taranko, Jacek Taranko

When Poland’s newly elected Archbishop publicly declared that “Poles stink of LGBT sin,” the message sent shockwaves through a country where the Church still holds enormous influence. Stonewall Poland knew that a press release wouldn’t be enough. We had to respond quickly, creatively, and with compassion. So we created The Scent of LGBT Sin—a real, bespoke perfume crafted in just a few days. Not a joke or a gimmick, but a powerful symbol of love and pride. The fragrance was launched to the public, with all proceeds funding mental health support for the LGBTQ+ community. We also sent scented letters to the Archbishop, the Vatican, and national politicians, challenging them to experience what love truly smells like. The campaign reshaped the conversation across the country. It led to the passing of Poland’s first-ever law criminalizing anti-LGBT hate speech, reached over 7.5 million people, and provided more than a year of free counseling to LGBTQ+ individuals. A hateful statement was transformed into a national reckoning—proof that love, even when bottled, can be a powerful force for change.