This campaign is really great. Anyone who has received one of these packages is very likely to have received coffee in one of them at some point. It was the number one thing to send. Prima firmly reinforces the brands birth in post-communist Poland with this reminder of how scarce coffee was before. It's really quite local, the connection, and that's why I like it. Global advertising so easily becomes an orgy of bland because they can't root anywhere, while Prima here uses their local leverage to touch the hearts of all Polacks. The could not have worked anywhere else and I hope international juries understand the depth of the emotions here, because the storytelling is quite good and deserves to bring home some bling.

Aw man, that was beautiful. I've sent coffee to Poland back then, via car, and a certain smuggler that I'm related to. Mums the word.

Hahaha! This is really good. :) Loved the way he mocked everything and brought the real wife in at the end.

This is so many layers of great.