Portrait of a Woman

180heartbeats + Jung von Matt (agency): Joanna Kaniewska – Art Director Anna Jedryka – Copywriter Pablo Dominguez Agregan – Group Creative Director Radoslaw Smorga – Chief Growth Officer & Partner Adam Smereczyński – Chief Creative Officer Direction: Monika Kmita Production: F25 Production House Music: Wojtek Urbański

Background and Objective: YES Jewelry has long championed women's empowerment, continually highlighting various facets of femininity in its campaigns. The latest campaign leverages the poignant insights of Wisława Szymborska's poem, "Portrait of a Woman," underscoring the contradictory expectations placed on women. Despite being written in the 1970s, the poem’s themes remain strikingly relevant, addressing the frustration stemming from these conflicting societal demands. Creative Concept: The campaign introduced "Portrait of a Woman" as a visual and auditory storytelling masterpiece, utilizing the poem itself as a narrative backbone. This year, with the premiere of a specially designed pin inspired by a collage made by Szymborska herself, YES invited its audience into a poetic world, mirroring the enduring struggles and strengths depicted in the poem. Execution: Filmed in a meticulously crafted studio setting, the campaign features Agata Trzebuchowska, known for her role in the Oscar-winning film "Ida." The production predominantly led by women, mirrored the poem’s narrative through visual and auditory elements, including a custom-composed soundtrack that harmoniously intertwined with Szymborska's own voiceover reading the poem. This element not only enhanced the emotional depth of the campaign but also tied back to the ongoing discourse on women's rights in Poland—addressing issues like the pay gap and abortion rights. Results: Launching in November-December 2023, the campaign quickly became the most successful in YES's history in terms of reception. With 9 million views on YouTube, an increase of 1,900 subscribers, the campaign not only achieved exceptional reach but also sparked significant conversation and engagement. Significance: The campaign’s timing coincided with the centennial celebration of Wisława Szymborska's birth, enhancing its cultural resonance. The collaboration with the Wisława Szymborska Foundation and the use of the Szymborska Award logo in the pin design highlighted the campaign’s deep ties to literary heritage and feminist themes. This campaign stands as a testament to the power of creative collaboration and cultural respect, setting a new standard for brand involvement in significant social issues.