Dorota Halewska, aka Doro, has been with us for a couple weeks now. She’s doing a six-month traineeship in Social Media Strategy with us and VCCP. This may be slightly belated, but nevertheless, we would like to officially introduce her with this little interview. Welcome, Doro!
Where are you from, and how did you come to be in Berlin?
I’m from a town called Stargard in northwestern Poland, not far away from the German border. As a teenager, I came to Berlin on a school trip and remember saying out loud: “I will live in Berlin one day.” Several years have passed, things have changed, but my wish stayed the same. So last year, after receiving my MA in Translation and Interpreting from the University of Warsaw, I packed my bags and well, here I am!
What would you most like to try your hand at during your six months with us and VCCP?
I was really excited about getting into this traineeship with VCCP and Third Wave. I would love to get more insights into the creative and strategic side of the game, lay the foundations in both strategic planning and consulting. Apart from that, my goal is to become a fully fledged social media strategist, team up with an open-minded client and create a great social media campaign that will change the course of the digital advertising history. (Ideally.) I love playing with languages; I happen to know three of them at the moment. I’ve always wanted to do some copywriting work so maybe I’ll be lucky enough to sit at that table, too.
Since you’re now working in social media and advertising, what’s your favorite social media campaign?
My favorite ad campaign on social media so far was created for a Polish pharmaceutical company selling… you’ll learn that at the end of my answer. It was a viral campaign, launched on social media (as a Facebook fan page) and in the form of traditional printed media. The title of the fan page was “Nie biegam” (the literal translation would be “I don’t run”). This was the slogan on every poster in the biggest cities in Poland. Couch potatoes all over the country liked it on Facebook, believing it was just another common interest fan page for expressing their distaste for jogging as a form of exercise. In a very short time, the campaign managed to attract a very – no, let me rephrase that – VERY significant number of fans. After some time, the responsible advertising agency made its next move… and updated the FB fan page title: “Nie biegam do toalety. Mam Stoperan” (or “I don’t run to the bathroom. I have Stoperan” – Stoperan is an antidiarrhoeal product in Poland). I just love how the creatives played a trick on so many people who actually fell into this trap.
What do you get up to outside of work?
Generally put, I am an art person. I am a photographer, so I try to regularly come up with new projects. In my free time, I like to grab my camera and let my ideas leak right out into the lens. For the past 3 or 4 years, I’ve managed a photo blog, where I upload sneak-peaks from my running projects or simply beautiful snapshots that move me. As befits an art person, I like going to galleries and museums, just to feed my brain and get inspired. I like it when an exhibition works as a great mind opener. One thing which really gets in the way of doing all of the above is my (not-so-healthy) affinity for spending long hours in front of the computer, for which I get told off every day.
What are your favorite places to visit on the web?
Continuing the answer from the previous question, I could spend hours and hours on watching videos like this one by Christien Meindertsma on TED. I also enjoy looking at memes, reading articles and reportages on different international media platforms like The New Yorker or looking at private blogs/websites of people who work in advertising, e.g. Tom Fishburne. I also enjoy looking at well-made humorous cartoons. More favorite places on the web? Well, YouTube for the music, FB for the gossip and many more I simply can’t think of right now.