Poland under Communist rule was difficult. The people relied on the kindness of strangers in western countries who would send parcels containing food, sweets, and letters. In this spot, he woman was so moved by the experience she travels to meet Antonio, her Italian parcel-giver from all those years before. She introduces him to her children and they share some memories. The look of joy touched with bittersweet sorrow at having endured such a rough life is quite moving. These parcels meant to much to Poles under Communist rule that they are still a symbol of freedom and what kept them going all this time. To celebrate, Prima Coffee has created a parcel of its own to celebrate the fall of Communism, which also happens to be its anniversary, too. Perhaps it will inspire more people to give parcels of gratitude, too.
This campaign is so smart and thoughtful. It shows there's no such thing as a boring product and you don't have to advertise the same way as everyone else.
See also Prima Café - Werstler (Haparanda, Sweden) and Prima café - Choir (France)
ADVERTISER: PRIMA CAFE
AGENCY: FCB WARSAW
PRODUCTION COMPANY: PAPAYA FILMS
EXECUTIVE PRODUCER: KACPER SAWICKI
PRODUCER: MARTA BERENS & GRZEGORZ BOROWIAK
DIRECTOR: BARTOSZ DOMBROWSKI
DOP: JAKUB KIJOWSKI
POST PRODUCTION HOUSE: RIO DE POST
MUSIC & SOUND
SOUND DESIGN: FRANEK KOZŁOWSKI
AUDIO POST PRODUCTION: UCHO STUDIO
EDITOR: MATEUSZ ROMASZKAN & ANDRZEJ JURASZCZYK
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.