From 1 April, ads are to appear on television and online

At the heart of the concept are vignette-style stories – short scenes from the lives of characters of different ages, with different lifestyles and varying expectations of household appliances. Each story is different, just as users’ needs vary, but they all have one thing in common: Amica appliances adapt to them naturally. This diversity is further emphasised in the narrative. The narrative is told through multiple voices – everyone speaks for themselves, from their own perspective, which emphasises the authenticity of the message and brings the recipient closer to the story.

The strength of the ‘A mi…’ concept lies in the fact that it demonstrates the result: with Amica, everything works out – no matter the plan. The audience also learns that this result is achieved through specific solutions, features and the quality of the appliances.

‘When organising the tender process, we looked for a creative idea that would fit within a clearly defined brand strategy, in which the product is not merely a supplement to the story, but its protagonist – present and active. This concept brings people and appliances together in a single, coherent narrative about compatibility, reliability and “proving itself” in everyday life. It was precisely this idea that led to the choice of GPD as the partner to create a new communication platform for the Amica brand’, says Joanna Lewandowska, Brand Director at Amica Group.

By linking short vignettes with the tagline ‘It’s stood the test of time’, the brand tells a story of reliability in a subtle way that resonates with everyday experiences. It is a narrative that springs from real life, from memories of family homes and from consumers’ personal experiences. For many, Amica is a brand that has been around for generations – tried and tested by grandparents and parents, and today, by us.

‘We want to emphasise that the brand draws on its experience and specialisation in the manufacture of domestic appliances when designing modern appliances, with a design that aligns with current interior design trends and features innovative functions that also cater to the needs of young people. The ‘A mi…’ communication platform is highly versatile, serving as a source of inspiration for social media content initiatives that we plan to develop this year to reach people who are about to make their first purchase of household appliances’, adds Joanna Walczak, Amica Category Communications Manager.

The GPD agency, which developed the new communication concept, was also responsible for producing the materials, such as 15-second ads and social media content, and carried out a photo shoot along with the design of key visuals and banners.

In terms of media planning and buying, Amica continues to work with the media agency T&P, which retained the account following a tender procedure and is implementing a new communications strategy for 2026. The campaign involves the integrated use of television and digital channels, such as online video, social media and display advertising.