BMW’s Havas PR leads cultural project 'Road to Mastery'

A ceremonial premiere of the documentary film 'Road to Mastery,' sponsored by BMW, took place in Warsaw on Tuesday. The film features prominent Polish artists: Agnieszka Holland, Kora, Janusz Gajos, Tomasz Stańko, and Rafał Olbiński.

Havas PR was responsible for the comprehensive coordination of the project, particularly managing collaborations with artists, partners, and media sponsors. The agency also handles all communication activities related to this exceptional initiative.

The film was directed by Bartosz Konopka, nominated for an Oscar for 'Rabbit in Berlin.' Agnieszka Holland, one of the film’s protagonists, served as artistic consultant. Produced under BMW's 'BMW Drives Culture' strategy, the documentary presents the profiles of five brilliant Polish artists, exploring their identities, life choices, and artistic development. It also attempts to answer what makes great figures exceptional and what unites masters.

The film will be screened at open showings in Cinema City cinemas (April 24), at the Millenium Docs Against Gravity festival, and on Discovery and TVN Player channels. As part of the project, a limited edition album featuring photographs by Jacek Poremba and selected quotes from the film’s subjects was also released.

BMW has supported cultural initiatives for over 40 years, collaborating with global artists including Andy Warhol, Roy Lichtenstein, Jenny Holzer, and Jeff Koons. BMW Poland has been a partner of the Grand Theatre – National Opera for several years, where the annual BMW Jazz Club takes place. BMW also supports the Beethoven Festival, is a partner of the Camerimage Film Festival, and co-implements a fellowship program for young artists.

Terms from the article

PR — Public Relations / relacje publiczne. Activities that build an organization’s reputation and relationships with its environment: media, customers, employees, partners, and communities. PR includes press releases, media relations, crisis management, events, and brand storytelling.

Havas PR BMW – communication of the 'Road to Mastery' project

Dlaczego to ważne: It builds what no ad can buy: credibility through third-party voices. An editorial piece and a well-handled crisis carry more weight than any campaign — because someone else is speaking about the brand, not the brand speaking about itself.

Kiedy się stosuje: Ongoing: media relations, press releases, interviews, events; especially during crises and company changes.

Czym grozi pominięcie: Without media relations, a company communicates only through paid channels, and in a crisis, it’s left without spokespersons and without trust.

PR — Public Relations. Activities that build an organization’s reputation and relationships with its environment: media, customers, employees, partners, and communities. PR includes press releases, media relations, crisis management, events, and brand storytelling.

Dlaczego to ważne: It builds what no ad can buy: credibility through third-party voices. An editorial piece and a well-handled crisis carry more weight than any campaign — because someone else is speaking about the brand, not the brand speaking about itself.

Kiedy się stosuje: Ongoing: media relations, press releases, interviews, events; especially during crises and company changes.

Czym grozi pominięcie: Without media relations, a company communicates only through paid channels, and in a crisis, it’s left without spokespersons and without trust.