Poland – Creative agency DDB Warsaw has launched a video campaign for Tymbark, a heritage FMCG brand. The campaign uses AI-generated videos and involves leading Polish artists. It aims to modernise Tymbark's image by re-imagining its iconic song, ‘Everything tells me that someone has fallen in love with me’, which has been popular since 1968.
The campaign employs the latest AI technologies, letting artists infuse their style into AI-created films. This aligns Tymbark with current consumer expectations and sets a new standard for heritage brands looking to modernise in Eastern Europe.
Tymbark’s technological move is in synch with how generative AI is transforming the creative sector, as discussed in our Generative AI Creativity Market. It suggests that heritage brands will increasingly seek relevance and emotional connections through AI.
Strategic opportunity
To court novelty-driven Gen Z, businesses should consider how enlisting generative AI can help make communications more creative, personalised and culturally relevant
