This spot features a Polish choir singer and survivor of the communist regime. She used to receive parcels from a French woman who as also a choir singer. 40 years later, the women meet up for the first time to reminisce and share a cup of Prima coffee. Both Prima and the fall of communism are 25 years old. And Prima has come out with a special 25th anniversary parcel to celebrate.
See also Prima Café - Grandfather (Italy) and Prima Café - Werstler (Haparanda, Sweden).
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
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.