"What are they thinking?!" is a title of an internet campaign crafted by LOWE Warsaw for the biggest Polish daily newspaper Gazeta Wyborcza. The campaign goal is to change internet users’ attitude toward payable online content of Gazeta Wyborcza.

Campaign features three very popular journalists of Gazeta Wyborcza (Mariusz Szczygieł, Paulina Reiter and Adam Wajrak). In humorous and absurd cartoons we can look inside their heads to find out „what are they thinking” and why „it’s worth to pay for good stories.”

Cartoons will be aired as a display campaign, but also will be available as 30-second films on the YouTube channel.

Internet users will also have a chance to watch short interviews in which the journalists will explain why they believe that „it’s worth to pay for good stories.” The interviews will be available via dedicated web site.

Marcin Nowak, Creative Head of Lowe Warsaw explains: „While working over visual side of the campaign, we were inspired by the old masters of the animation such as Terry Gilliam, Jan Lenica and Zbigniew Rybczyński. The very unique visual quality of the movies was our aim. Through this unique visual form we want to emphasize the value of texts, pictures and movies published by wyborcza.pl.”

The campaign is a result of a winning bid for image activities for the newspaper.