NTZI - ambassador campaign with Agnieszka Radwańska

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Signing Agnieszka Radwańska opened a new chapter in the communication not only of the Najlepsze Trawy Z Iławy brand and the Rolimpex company, but of the entire Rolimpex Group. A subject this important from the client’s point of view called for more than a new visual identity for the brand — it needed a communication concept for the whole campaign.

Given all that, using the image of an outstanding Polish tennis player well became a complex, multi-stranded challenge on several fronts at once.

year: 2024

customer: Najlepsze Trawy Z Iławy

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NTZI - ambassador campaign with Agnieszka Radwańska

01 Two carefully prepared shoots

The foundation of the communication to come, and of the whole packaging rebrand, was a pair of exceptionally well-prepared photo shoots — one in the studio, one on location. The first gave us images for almost any application. The second serves mainly social media. Across both we used around twenty carefully developed styling looks matched to the ambassador's own style.

02 The line and the endorsement given prominence

From the very start we assumed that working with a figure as recognisable as Agnieszka Radwańska had to be marked by something more than an ordinary endorsement. So we went with the ambassador's handwritten signature and a new line that chimed with both her image and the sporting context of the partnership: "A championship lawn at your house".

03 Avoiding the obvious

Campaigns built on ambassador partnerships with highly recognisable figures, sportspeople especially, very often veer towards the obvious. In our concept, judgement and good taste came first from the outset. To give the communication that followed a certain polish, we decided to draw on our subject's feel for fashion — which paid off handsomely.

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More than six months passed between signing the contract and launching the campaign with Agnieszka Radwańska. For us it was an incredibly intense period, because alongside the day-to-day work for the client we were also working hard on the brand’s new visual identity and on many other aspects of communication involving the ambassador. It was probably the first time in our company’s history that so many people worked on a concept simultaneously and this intensively. The whole team, essentially. Those brainstorms are part of our history now, as is a campaign we are genuinely proud of.