"2050 Poland for generations" is a WWF report on climate change. It is very big, very serious and very boring. Our task was to promote it among those, who will be most affected by what's to come if we don't act here and now. Our objective was to raise awareness of the issues described in the report among young people, who think they are immortal and don't think 30 years ahead

There is one problem that interests Polish youngsters: PRO8L3M. This hip hop duo is extremely popular among our target group. We asked them to change the report into both engaging and entertaining lyrics.

"Widmo" (spectrum) is a long-awaited PRO8L3Ms second LP. It is about the end of our civilization. One of its songs is called “VI katastrofa” (6th extinction) which refers to The Holocene extinction, a current event, and is one of the most significant extinction events in the history of the Earth. PRO8L3M never collaborated with any brand or institution, so we knew that news about WWF would be something spectacular. The album went platinum within a month.

PRO8L3M read the report and wrote lyrics based on its predictions. The album was launched in an experiential space where people could immerse in the different apocalyptic scenarios inspired the data – we created VR experiences showing Poland in 2050. This multidisciplinary art exhibit was visited by approx. 4.000 people in 5 days. Its communication generated combined 27 million reach.

Band's Facebook announcement about collaboration with WWF generated 199k views - almost twice more than the amount of their Facebook fans. The Instagram post accordingly reached 82k people. "6th extinction" was streamed over 1 million times. Its video has over 700k views and counting, even though it was released almost a month after the album's premiere. "2050 Polska dla pokolen" report generates 239,000 results on Google. Video about collaboration has over 130k views and counting: https://www.youtube.com/watch?v=tY62RX8-XIw