Could it be that the contract for the work wasn't awarded to the best possible bidder?
"Hasło kampanii stworzył Wally Olins, światowej sławy brytyjski specjalista od brandingu, który zajmował się m.in. promocją Hiszpanii, Portugalii i Nowego Jorku."
The slogan "Polska. Spring into. "By Wally Olins, under which on Monday in London launched a billboard campaign coordinated by the Ministry of Foreign Affairs, at the start aroused great interest. Champion of branding has created a global slogan, which supposed to be compelling, intriguing, encouraging for discussion - and this just happened to be.
Posters that hung on Monday in many places in London are only a nucleus of an image campaign, referring to the anniversary of 25 years of freedom. A key element of the campaign will be a spot promoting Poland, which will be screened at the beginning of June in the regional TV stations in Europe, including CNN and Eurosport. Spot is not intended for the Polish market. His message is universal, which is why the campaign slogan "Polska. Spring into "exists only in English.
I dunno who Wally Olins is, but he is supposed to be some sort of branding bigwig. I wish I had his job.
I should have said "was". It seems he died of shame after creating this monstrosity... He literally died a month ago.