What is the Żubr associated with?

For years, the Żubr brand had been associated with calm, laziness and relaxation. The problem was that modern consumers were increasingly less able to identify with this image of masculinity: it was too withdrawn and passive. Furthermore, the brand failed to respond to changing expectations of modern men and the crisis in traditional models of masculinity. We needed to redefine Żubr’s role and give it a more active character.

We portrayed Żubr as an active guardian of the forest: a symbol of strength, protectiveness and authority. Instead of a passive observer, he became a hero who protects nature and cares for those who are part of his world. The campaign was designed not only to refresh the brand’s image but also to create a modern model of masculinity: responsible, active and close to people.

To highlight the brand’s new energy, we created a multi-channel campaign present practically everywhere. We utilised television, VOD, social media, games, memes, mobile, display, billboards, screenings, mailings and non-standard digital formats. The campaign consistently built up the image of Żubr as an active hero of the wilderness and made it hard not to come across the brand. Thanks to its widespread presence and consistent narrative, Żubr gained a modern, more engaging character and became a symbol of active masculinity.