“Where To Settle” is a unique digital platform that marries data with social responsibility in an outstanding way. It is an insightful and purposeful piece of creative work that has a unique power to help Ukrainian refugees in Poland, while helping local communities.
Many Ukrainian refugees found shelter in major Polish cities (like Warsaw, Cracow, or Wroclaw) which were already overcrowded, causing rent hikes, increased competition for jobs, all amid an unprecedented rise in inflation. It became evident that to deal with the increasing stream of refugees, the movement had to be redirected into the smaller towns which suffer from depopulation, as young people move to bigger cities. Smaller cities need the infusion of people and have existing infrastructure waiting to be utilised, but people unfamiliar with the region would not know this. This is a classic data problem: the people who needed information the most did not have easy access to it.
To communicate the tool we reached out to local governments and officials to pitch their cities to the Ukrainian Refugees inviting them to settle in their towns and showing them the highlights and hotspots in each area.
Despite the fact, that the campaign was launched in Poland, majority of materials incl. Platform and digital campaign was targeted to Ukrainian refugees residing or wishing to come to Poland. Thus, the core of campaign was created and implemented in Ukrainian.
The unique data collected by Mastercard and available data from the Polish Central Statistical Office allowed to create a platform that reliably presents the cost of living in cities of different sizes in Poland. The tool leverages personalized data without the need to leave sensitive data on the site. By filling out a simple anonymous form, based on actual situation, location and needs, tool gives every refugee customized, condensed and crucial information. The “Where To Settle” digital platform from Mastercard aims to alleviate these challenges by showing refugees the most promising areas in Poland to make their new homes and best suit a person's abilities and needs.
Credits list
Mastercard
Mastercard
Head of Marketing and Communication Poland, Czech Rep & Slovakia: Jerzy Hołub.
Consumer Marketing Manager: Małgorzata Szczerbińska.
Communications Director: Anna Marciniak.
Consumer Marketing Manager: Ewelina Różycka.
Data Driven Solutions Director: Marek Kolano.
Data Scientist: Konrad Kujszczyk.
General Manager Poland: Marta Życińska.
General Manager Southeast Europe: Bartosz Ciołkowski.
McCANN
Chief Innovation Officer: Marcin Samek.
Senior Strategic Planner: Maria Gajkowska.
Managing Director: Małgorzata Tereszczenko.
Managing Director & Executive Creative Director: Marcin Sosiński.
Creative Group Head & Senior Copywriter: Mateusz Gaca.
Senior Art Director: Adam Głowacki.
Junior Copywriter: Anna Posuniak.
Junior Art Director: Barbara Olech.
Motion Designer: Magdalena Bąk.
Graphic Designer: Kamil Rekosz.
Senior Account Manager: Anna Sokołowska.
Account Supervisor: Piotr Łopuszański.
Senior Account Executive: Gabriel Przyborowski.
Broadcast Producer: Damian Szojda.
Traffic Manager: Jędrek Zamorowski.
Global Executive Creative Director: John Mescall.
Global ECD, CCO McCann Europe: Adrian Botan.
Global ECD, CCO McCann New York: Pierre Lipton.
CEE Regional Creative Director, CCO McCann Romania: Catalin Dobre.
Creative Director Europe: Costin Bogdan.
Creative Director Europe: Luca Corteggiano.
SVP, Group Creative Director: Leopold Billard.
SVP, Group Creative Director: Jordan Kramer.
Global Product Excellence Director: Carmen Bistrian.
SVP Director of Creative Excellence and Operations: Stella Warkman.
SVP, Business Director and Sustainability Lead: Patricia Arbanas.
Group Account Director: Alexandra Albu.
Regional Account Manager, Europe: Jessica Selby.
Head of Reputation: Alice Reindlová.
Chief Communications Officer, UK & Europe: Jessica Bayat.
Head of PR & Communication: Artur Osak.
EVP, Head of Design: Matt van Leeuwen.
Design Director: Ethan Buller.
Designer: Jami Rubin.
Craft
Senior Post Producer: Liz Snyder.
Senior Post Producer: Bianca Muccia.
Editor: Ilya Katsap.
Assistant Editor: Ned Steves.
Graphics Artist: Eric Foster.
VP, Director Video Post Production: Karen Hennegan.
Senior Audio Engineer: Nick MacDonald.
Brand New Galaxy
Senior Account Manager: Aneta Bebelska.
Senior Project Manager: Izabela Łabuńko.
Carat
PR Manager: Iwona Nawrocka-Kilinowska.
PR Manager: Aleksandra Gołda.
Client Partner: Ilona Szynkowska.
Senior Communication Planner: Monika Hajdrowska.
Dynamo
CEO/Executive Producer: Maciej Maciantowicz.
DOP: Iwo Rachwał.
Film Director: Tomasz Okulicz.
Spark
Motion Designer: Rafał Jastrzębski.
Motion Designer: Artem Zubarev.
