Is it normal...

Creative idea

Grief is universal, yet people grieving often feel utterly alone. Instead of telling people how to mourn, we simply asked: “Is what I feel normal?” Portraits of people in mourning, each holding a handwritten question, became the heart of the campaign. Their openness encouraged others to share their stories anonymously, via Instagram, or publicly, on their profiles. A campaign for 1.5% tax support turned into a shared, collective expression of pain, solidarity, and healing. We created a space where people could speak for themselves and be heard.

Brand name: Instytut dobrej śmierci
Advertiser / client: Instytut dobrej śmierci
Product / service: Social Campaign
Campaign name: Is it normal...
Agency network: INDEPENDENT AGENCY
Agency: TWIN, Warsaw
Additional company: -
Web address: http://www.instytutdobrejsmierci.pl
Creative director: Mateusz Felsmann
Art director: Karol Tymiński
Copywriter: Martyna Garbacz
Account director (agency): Monika Domagała-Szmidt
Photographer: Mateusz Kawęczyński
Additional company: ACCOUNT EXECUTIVE: Zosia Rogowska