Our lives keep on moving forward. The overwhelming stream of information and the number of matters we need to tackle every day has made us stop noticing the most valuable and important thing ever: other people. When human relationships come undone at the seams, like today, it is good to act and get closer to other people, to see their problems and daily struggles.
Amica has been designing home appliances for 60 years by listening to the needs of consumers and providing products that help get the kitchen chores done so everyone can enjoy more time for themselves and those close to them. Now, Amica takes a step forward. “We want people to focus on the wider picture of human relations and social issues that we need to face in this ever-changing world. One of the issues is that more people are now living ‘alone’. Everyone focuses on themselves, their problems, without time for other people, to walk in their shoes and understand their motives. This has caused a decay in human relations: we no longer know or care who lives next door, we don’t even know that neighbour we pass on the staircase every day. This is most painful to those people who cannot keep up with the pace of the modern world, the older people. Their solitude and alienation are becoming a major social problem,” Joanna Lewandowska says, Communication Strategic Manager for Amica Group.
This is the story of the video: “Amica for Others”, the first stage for a project of the same name. The director is Marcin Filipowicz, an artist with great social empathy, whose short film “Chłopcy z motylkami” (“Boys with Butterflies”) will soon be screened at many film festivals. “Amica for Others” is the first instalment in a series of film novellas focused on different stories about daily life, showcasing important social problems. The stories that unwind next door and the stories we notice — if we take the time to look around, that is. The project encompasses a cycle of social activities, including a research program managed with the aid of the Adam Mickiewicz University in Poznań and engagement activities in the proprietary Amica brand channels to be delivered in the nearest future.
“Amica for Others” is a part of the “Amica for living” brand strategy that was launched last year. The strategy’s objectives include focussing on the actual, real-life needs of consumers, and building solutions that answer those needs in the most useful way. The strategy is also about committing the Amica brand to activities that matter to consumers, both during product development and in social campaigns (like “I Store and Waste No More!”).
The campaign will also involve marketing, PR and CSR activities. “Amica for Others” is slated for screening in theatres and on the Amica YouTube channel between February and mid-March.