Stay Together. Don’t be indifferent

The key visual was created by the renowned Polish poster artist Wojciech Korkuć, whose works have been awarded multiple times (e.g. European Design Annual, American Creativity competition). For the first time since the war began, a commercial block appeared on Ukrainian television during the concert – it was necessary to broadcast simultaneously in Poland and Ukraine, while also showing each audience group the artists they were most interested in. There were also creative stage solutions. Each song performed had a completely different visual arrangement using lights and LEDs. During a live connection with a reporter from the front line, we broke the LED in such a way that it gave the impression of destroyed buildings. At one point during the concert, all the lights were turned off, and the hosts illuminated themselves only with flashlights held in their hands - in this way, we wanted to draw attention to how much the war affects infrastructure and the daily lives of millions of people.

As mentioned before, we put a lot of effort into broadcasting the concert simultaneously in two countries, where the audience had different expectations in a way that remains coherent and visually attractive both in Poland and Ukraine – e.g. some Ukrainian artists, unknown to the Polish audience, performed during the live broadcast when there were commercial breaks in Poland. We managed to show the horror of war without actually showing the war, by using lights, LEDs and music in an innovative way. Additionally, we built the stage so that the orchestra was partially hidden within it. We enabled online donations during the concert to a dedicated Ukraine account of our client, Bank Gospodarstwa Krajowego.

During the concert, 250 artists performed, including a children's choir, which required special attention. To ensure the performers' comfort, we prepared 33 dressing rooms, which were used in different time slots and cleaned on an ongoing basis. To ensure the appropriate visual effects, we secured several hundred meters of LED. The creative concert schedule allowed us to prepare it in such a way as to reach the right content to individual audiences – hitting the TV station's schedule to the second and ensuring a very fast internet connection was crucial. Organizing a concert in such a symbolic place – the main transit point for military aid to Ukraine – required many permits, proper cooperation with services, and "borderline war logistics." Of course, we could not forget about the client's comfort, who had a live speech during the concert.

1,500 people live at G2 Arena (including those helping refugees, soldiers, and refugees themselves) and 8,5 million viewers in front of their TVs (main Polsat channel and popular Ukrainian TV channels). However, it is difficult to describe the achievements, specific results, and justification for such an event when the goal is to touch hearts and consciences. Tears of emotion on the faces of concert participants, a multi-million audience gathered in front of TVs in both Poland and Ukraine, media coverage, as well as numerous donations to the aid account made during the concert, show that this was a necessary undertaking, and emotional comments and words of support on social media further emphasize the sense of solidarity with those in need.

We created a communication platform that included: a dedicated website, digital communication (a specially created Facebook profile and YouTube channel), advertisements in press, radio, TV and OOH. Additionally, pre-concert communication took place on BGK's social media, on the websites of Polsat and Novyi Kanal, and on the websites and SoMe channels of the artists participating in the concert. The event was also advertised through commercials broadcast on Polsat and Novyi Kanal. Moreover, we supported the communication through BGK's press office and the Polish Press Agency in all interested media, as well as local media in Rzeszów. The target group included Poles, Ukrainians, and all people interested in the issue of the war in Ukraine. The direct recipients were the concert participants gathered at G2 Arena in Jasionka, with approximately 50% of the audience being Ukrainians. Importantly, we also produced a film reportage from the war zone specifically for the concert.

Some of the subcontractors we hired (e.g., those responsible for catering) came from Rzeszów and nearby areas – in this way, we supported the local community and reduced carbon dioxide emissions. Additionally, the guests invited to the concert were mainly from Rzeszów – this is the region of Poland where the effects of the war in Ukraine are most felt and where most of the Ukrainian refugees in Poland live. It is also important to note that many soldiers fighting in Ukraine were in the audience – the concert was also our way of thanking them.