ŻYWIEC

We designed a complete, consistent ecosystem for the activation: a limited edition of Żywiec x Męskie Granie cans with Andrzej Pągowski’s illustrations, dedicated designs for additional cans featuring special guests, and glass display cases that carried the brand’s storytelling in retail spaces. At the heart of the campaign was the “Be the star of your Ż” consumer activation in Żabka stores. The mechanism was simple and inclusive: buy a Żywiec beer, register the code on the website, upload your photo and see how it is transformed within minutes into a graphic in Pągowski’s signature style. We used Midjourney, an AI tool, to generate fast, personalised, artistic interpretations of the submitted images.This is where traditional art (Pągowski’s original illustrations) met technology (AI), and the limited edition became a living, interactive format: people didn’t just look at the designs – they could become part of them. The campaign engaged fans of the brand and Męskie Granie, and blurred the line between a “brand can” and a can where you can truly be the star of your Ż.