Bartłomiej Glinka
Project initiator
Framed the project in business and personal-development terms. Showed Gen Z that discipline is the currency of the future — not another rule to break.
Case study: Pierwsze Trzeźwe Pokolenie — from zero to 27 million views
Customer Success · Pierwsze Trzeźwe PokolenieFrom zero to
27 000 000+
organic views
The idea
The first generation for whom sobriety is a choice, not a ban
Pierwsze Trzeźwe Pokolenie ("First Sober Generation") is an initiative of the Columbus Foundation — a movement that wants to be exactly what its name says: the first generation for whom delaying first alcohol use becomes the norm, not the exception.
Instead of lectures and bans — authentic ambassadors and honest stories, told in the language young people actually use with each other. Mateusz Kusznierewicz shows that success and real emotion can be built without substances. Łukasz Tchórzewski, known as "the TikTok Alcoholic," speaks plainly about what addiction really is. The result: education that doesn't sound like education.
01 — The challenge
How do you talk about sobriety so young people actually want to listen?
Avoid the cringe effect
For young people, sobriety brings to mind dull lectures and bans that provoke rebellion. We had to build communication with no schoolteacher tone and no finger-wagging — stopping alcohol initiation with inspiration, not fear.
Win against overstimulation
TikTok's and YouTube's algorithms reward quick entertainment. Our job was to smuggle deep, educational value into a format that would actually hold a viewer's attention.
Translate online into offline
An online bubble isn't enough. The challenge was building a real educational support tool that would physically reach schools.
02 — Strategy
The faces of the campaign you can't just scroll past.
Mateusz Kusznierewicz
Ambassador · Olympic Champion
A legend of Polish sport. His face became a symbol of the alternative to substances — proof that real emotion and success live in sport and passion.
Łukasz Tchórzewski
"The TikTok Alcoholic"
We bet on brutally honest storytelling. The long-form video podcast built loyalty and watch time, while short clips from the same conversation went viral.
11 000+
podcast views
200 000+
clip views
03 — Expansion
From the phone screen to the school hallway.
Algorithms aren't everything. We initiated and closed partnerships with 5 schools. We designed dedicated posters that now physically hang in school hallways — the project became real support for principals and teachers.
- CREO Gedania
- Liceum Columbus w Gdańsku
- V Liceum Ogólnokształcące w Gdańsku
- + 2 more schools in the Tri-City area
04 — Results after 6 months
Smart content can generate astronomical numbers.
27 200 000+
brand touchpoints across the whole ecosystem
27 464
new followers — gained from absolute zero
5
schools hosting the campaign's patronage and posters
TikTok
8 800 000 views
- Top-performing video: 2.74M views
- 4 more videos above 1.1M
- Account grown to 17.7K followers
YouTube
9 349 396 views
- 57,900 hours of watch time
- Best Short: 1.16M views
- Long-form + short-form from one recording
Meta
9 062 184 organic reach
- Reach grew by +118,370%
- Over 330,000 interactions
- Facebook + Instagram, with no ad budget
We started with a blank page. We ended with a phenomenon.
Client: Pierwsze Trzeźwe Pokolenie (Columbus Foundation). Project architecture and communications — from zero, in 6 months.