The campaign promoting “The Peasants” (dir. DK Welchman, Hugh Welchman, prod. BreakThru Films), created by NEXT FILM, has been honoured with a nomination for the prestigious Effie Awards 2024. The Effie Awards are among the most important honours in the marketing industry, recognising the effectiveness of promotional campaigns that combine a creative approach with outstanding business results.
“The Peasants” is a unique project – an adaptation of a classic of Polish literature, the novel by Władysław Reymont. Made on a grand scale, the film has won acclaim from audiences and critics alike. Behind the film’s success also stands NEXT FILM’s multidimensional marketing campaign, which combined tradition with modern promotional tools in an innovative way.
Kinga Rybarczyk, Managing Director of NEXT FILM, responsible for marketing and public relations: This great industry honour confirms the quality of our work, and it also reminds us that in marketing everything begins with an idea, a concept and the creativity of the filmmakers – and then all that remains is “just” getting the audience engaged in our story. Just…. We thank the Jury, congratulate the other Nominees and eagerly await the final verdict!
The campaign for “The Peasants” stood out not only for its effectiveness, but also for its innovative approach to communicating with audiences, engaging a wide range of media and communities. Thanks to wide-reaching marketing activities, the film reached millions of Poles, sparking broad discussions about literary classics and Polish cultural heritage. In November 2023, a month and a half after its release, “The Peasants” reached 1,569,245 admissions. It was No. 1 among Polish films at the 2023 box office and No. 5 among all films in theatrical distribution in Poland. By the end of March 2024, “The Peasants” had drawn more than 1,800,000 viewers to cinemas.
The Effie Awards are an international competition that honours the best marketing campaigns each year for their effectiveness and innovation. This year’s winners will be announced at a gala ceremony to be held in November in Warsaw.
