Lechends
are written in words.

Sales promotion

Challenge

Increase sales and brand turnover for Lech during the key sales season (May–August) by leveraging the brand’s strong music associations (Lech has been a sponsor of the biggest music festivals in Poland for years). For years, we’ve been running a music-themed promotion with prizes – and we’ve hit the ceiling. What else can we do to take it further?

Insight

There are moments when we simply don’t have the words to express our emotions. That’s when we turn to music — and discover that someone has already captured exactly what we’re feeling, in the perfect lyrics. In that very moment, those words express us the most.

The words of our favorite songs. Words ripped straight from our soul!

Strategy / Idea

Lech Legends express themselves through song lyrics. We gave young people a tool to express themselves using the words of their favorite artists, placed on T-shirts in unique, artistic arrangements. This way, music became not just something they listen to —

but something they wear, share, and live by.

Execution

We prepared a lottery where participants could win 50,000 T-shirts and 250 speakers. Information about the prizes was hidden under Lech beer caps and pull tabs. We designed 7 unique T-shirt projects featuring lyrics from young people’s favorite artists (Molesta, Fokus, Rau, Gedz, Baranovsky, Ten Typ Mes, VNM) — interpreted by the most talented graphic designers, and all created with an eco-conscious mindset: Organic cotton, Eco-friendly inks. From a love of music — but only in a planet-friendly way. In the autumn edition, the lyrics moved onto hoodies.The next year brought a new collection, new lyrics, and fresh designs — keeping the campaign alive and relevant.

Summary

It’s not enough to just be close to music to truly engage consumers. You have to listen to their needs, understand their language, and stay connected to what really matters to them. Authentically, genuinely, and effortlessly. That’s how even a simple promotion can turn out to be deeply musical —

without a single note being played.

Lechends are written in words.