Branding
Dissonances of
ŁDZ
The idea for the ‘Dysonanse ŁDZ’ festival primarily originated from our sentimental connection to the city, where we have been based as an agency for years. It’s a city that embodies many contrasts.
From its post-industrial landscape filled with factories to its green surroundings, thriving technological industry, business sector, and education, Łódź has it all. The city is open to youth and investors from around the world, yet it’s also rich in passion for art, outstanding design, and avant-garde.
Łódź can attract, but at times, it can also repel, evoking conflicting emotions – a dissonance. That’s why we decided to examine all the associations linked to Łódź. In line with our agency’s approach, we aimed to transcend conventions and be ABOVE. Over 1000 participants, 6 halls, 75 speakers.
Over 3 million reach on social media channels (DYSONANSE ŁDZ and speakers, including influencers and experts in media and business).
On November 13, 2019, at the Art_Inkubator in Łódź, we gathered leading Polish YouTubers, business and media representatives, experts from various fields, along with universities, startups, entrepreneurs, and artists. As Publicon, we had the opportunity to comprehensively organize a pilot event in Łódź, from A to Z, for Łódź, and about Łódź.
The main goal of the event was to promote Łódź as a place for development, an ideal location for studying, a space for action for young individuals, and a platform for growing one’s business. During the event, we showcased seemingly contradictory or mutually exclusive perspectives, concentrated in one atmospheric place, which, thanks to our event, found a common path.
DYSONANSE ŁDZ Festival in Two Acts. The festival was divided into two parts:
DYSONANSE ŁDZ kicked off with the first part, DYSONANSE: Intro, aimed at high school graduates from the Łódź region in the early afternoon. They participated in lectures by experts on image and social media, learned about Generation Z, had the opportunity to watch the best animations created by students from the Łódź Film School. Representatives from Łódź universities also presented their programs and achievements. Career advisors, photographers, university booths, as well as booths of local brands and startups were available for them. To conclude, they had the opportunity to meet and talk to Paulina Mikuła – a YouTuber, the creator of the ‘Mówiąc Inaczej’ channel, and a Polish language specialist, who has often assisted high school graduates before their most important exam in life.
The second part of the day was rich in events taking place in six thematic rooms: Idee Fixe, YouTube, Dysonanse 7on7, Communication, Design, and Łódź EXPO. Lectures, workshops, discussions, and confrontations happening simultaneously in multiple spaces provided the audience with many valuable topics and business development ideas, creating a true mix in the fabric of Łódź. At the end of the day, the Łódź Film School prepared a film screening of graduates.
The evening concluded with a formal gala, hosted by Paulina Mikuła and Karol Paciorek. During the gala, scholarships and awards were presented to the winners of the “Młodzi w Łodzi” program.
Rafał Masny (Abstra), Michał Sadowski (Brand24), Paweł Tkaczyk, Paweł Svinarski (Dla Pieniędzy), Karol Paciorek (Imponderabilia), Paulina Mikuła (Mówiąc Inaczej), Kamila Romanowska (Loesje Poland), Agata Wojtkiewicz (AW Atelier Łódź), Adam Radoń (Director of the International Festival of Comics and Games), Michał Leksiński (Patronite), Sandra Kubicka (model), Michalina Grzesiak (Krystyno, nie denerwuj matki), Tomasz Salski (ŁKS), Michał Piernikowski (Łódź Design Festiwal), Siostry ADiHD (influencers), Waldemar Olbryk (Echo Investment), Tomasz Drabik (video reviewer).
How to start your own business?
During the festival, we had the opportunity to cover extremely diverse topics. Starting from how to start a business (Paweł Tkaczyk) and what mistakes to avoid (Michał Sadowski), through how much money you can earn on YouTube (Paweł Svinarski – Dla Pieniędzy), to the confrontation of global pop culture (Sandra Kubicka) with design (Michał Piernikowski – Łódź Design Festival). Participants also had the chance to learn about the mathematics of love (Dr. Eng. Jakub Szczepaniak) and even about… coming to terms with death (Vice President of the Gajusz Foundation, Anna Rajska-Rutkowska).
Mixing and Stirring in the Fabric of Łódź
The juxtaposition of new media, trends, interesting individuals, influencers, experts, and experienced businessmen created a mishmash. We could observe the dissonance between craftsmanship showcased by exhibitors and new technologies, such as 3D printers. Representatives from the Łódź Film School and specialists in design, media, and business took the stage. The presentations followed a TED-like format – a series of short talks that took place simultaneously in several spaces of the Łódź Art_Inkubator.
With numerous stimuli, we aimed to encourage young people to come to Łódź and provide them with the opportunity to meet their idols, online creators, designers, and specialists from creative industries. Participants could decide for themselves which path to take at the conference – whether it be attending talks or engaging in inspiring workshops on creative writing or brush lettering.
Post Scriptum – because it's always about people.
Events are platforms for expressing something important and bringing together different personalities, companies, and brands. Each event is different, unique, carrying different values, just as DYSONANSE ŁDZ did. We created a rich program – some may say too rich – where everyone found something for themselves, regardless of age or industry. And at the end of the day, the conclusion was clear: we gathered in Łódź, a city of contrasts, where artists find a common language with entrepreneurs, and media meet their audience. We mixed and stirred in the fabric of Łódź. Hopefully, not for the last time.
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