Parents in Poland are among the most burnt-out in Europe, yet many never ask for help because asking can feel like admitting you’re not coping. We created a new communication platform for Magne B6 Forte that replaced clinical messaging with everyday parenting, using music, humour and relatable moments to make education feel human.
Parents in Poland are among the most burnt-out in Europe, yet many never ask for help because asking can feel like admitting you’re not coping. We created a new communication platform for Magne B6 Forte that replaced clinical messaging with everyday parenting, using music, humour and relatable moments to make education feel human.
Most magnesium campaigns begin with symptoms. We chose to begin with everyday life instead, building the story around school mornings, homework, traffic jams and the quiet pressure that comes with trying to keep everything together. That's how the Magneziński Family became the face of the campaign—not as advertising, but as a reflection of modern parenthood.
Music rarely survives translation, which is why every lyric was written with transcreation in mind from the very beginning. The rhythm, humour and wordplay were designed to travel naturally across languages instead of being rebuilt market by market.
Librus is where millions of Polish parents manage everyday school life. Homework, grades, timetable changes and conversations with teachers all happen there, making it the perfect place for contextual communication that felt helpful rather than intrusive. By responding to real school-related moments, the campaign became part of parents’ daily routine instead of interrupting it
For World Mental Health Day we extended the campaign beyond product communication, acknowledging the emotional reality of parenting and reminding families that caring for yourself is part of caring for your children.
A communication platform designed to outlive a single campaign, giving Magne B6 Forte a more human, emotionally relevant voice.
From Librus to social media, every touchpoint appeared where parenting was already happening, making the message feel timely rather than intrusive.
Every lyric, script and execution was created to travel naturally across languages, making localisation part of the creative idea from day one.
By replacing clinical messaging with relatable family moments, the campaign made healthcare communication easier to engage with and easier to remember
Every asset was produced in 16:9, 9:16 and 1:1 formats, ensuring the same idea performed consistently across every platform.
Can healthcare feel more human?
Show us the audience tension behind the brief. We’ll turn it into communication rooted in real life, then build the idea to travel naturally across formats, channels and markets from day one.
We offer a comprehensive suite of operational delivery services – from packaging artwork and localisation to campaign production and workflow governance. With 110+ specialists and experience across 100+ markets, we have the process, the people and the technology to handle complex production environments at scale.
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