4F WITH A NEW COMMUNICATION PLATFORM "MEANS YOU WANT" FEATURING TOMASZ FORNAL
The 4F brand is launching its first large-scale image campaign in years, featuring Tomasz Fornal – an Olympic silver medalist and one of the most prominent athletes of the younger generation. The campaign will include digital and outdoor media, with a moving, 80-second spot directed by Andrzej Dragan.
Narration: “Means you want. 4F”
The new communication platform – “Means you want” – is not just a slogan. It represents the everyday choices we make in the most ordinary moments. When we stand in front of the elevator but choose the stairs. When we gaze at the couch but reach for the running shoes tucked away in the corner. When your watch says “slow down,” but your inner voice screams: “keep pushing.” It’s that defiance. That quiet rebellion that makes “don’t do it” feel like a challenge, and “can you really do it?” feel like a provocation. This is the essence of sport – not just in medals, records, or likes, but primarily in being honest with oneself.
The ad is based on dynamic shots of training in various disciplines, filled with a struggle against one’s own weaknesses. An explosion of energy is complemented by Beethoven’s 9th Symphony, where the classical orchestra meets the sounds of sports activity – the rush of breath, the rustle of materials, the pounding of footsteps.
The new identity of 4F – authenticity, technology, design
The campaign opens a new chapter for 4F – a brand that is redefining its image to speak the language of a new generation and respond to the needs of both professionals and those seeking quality and style in everyday movement. The brand speaks to everyone who has their own pace, their own way, and their moments of doubt that they have overcome many times. To those who want to – but sometimes need a push. To those who are just returning to activity or who haven’t given up for years.
– When thinking about this campaign, we weren’t looking for someone who just looks good in sports clothes. We were looking for someone who inspires authenticity and shows that sport is part of everyday life – sometimes tough, but always real. Tomek is exactly that kind of person – says Igor Klaja, founder and CEO of OTCF. – 4F is a brand for those who make the decision to move every day. If you do it, that means you want to. And if you want to – you are 4F – adds Klaja.
Media, channels, presence
The creative concept and oversight of the campaign are handled by the agency influ.studio. The spot was directed by Andrzej Dragan, and the production is managed by the production house TRUSKAVKA. Media purchasing is managed by Zenith Media, part of the Publicis Group.
The campaign includes a range of diverse promotional activities, with the core being the main 80-second video spot, supplemented by shorter 15-second formats prepared for digital media and social channels. Its reach also extends to urban spaces – including outdoor with unconventional exposure forms. Intensive digital and performance activities are also part of the campaign. The 4F brand strongly establishes its presence in physical stores through window displays, entry zone arrangements, and trade marketing materials. A significant element of the campaign is also dedicated product activations focused on the models worn by Tomasz Fornal.
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