The 7th edition of the Papaya Young Directors competition would not do without the presence of the Coca-Cola brand. This is the second time this well-known brand is putting its marketing communication in the hands of young creators. Ula Czerniawska, Senior Coca-Cola Brand Manager told us what she expects and what emotions rise from participation in this year’s edition.
What should the participants keep in mind while writing for Coca-Cola?
The golden rule for producing any material for our brand is to make a can or bottle of Coca-Cola the "sexiest thing on earth." It is the desire for the product that should be the most important for someone who is thinking about making spots for the Coca-Cola brand.
Do you have any inspiration that would be a reference for young advertising creators?
We really like the dynamics and multi-layered production of Spike Jonze for Kenzo. I also really value the Nike "Nothing beats a londoner" and Levi's "Circles" advertisement.
Nike "Nothing beats a londoner"
How would you describe the Coca-Cola brand?
Iconic, expressive, positive brand that adds uniqueness to everyday moments.
What do you expect from the final films?
Creativity, dynamics and making Coca-Cola a positive superhero of the film. When you leave the brief in the hands of young artists and only in six months you have the effect of their work, emotions run high.
What are these emotions?
I have already seen very different works in the Papaya Young Directors competition, so first of all I am accompanied by curiosity, what I will see this time. The process of creating competition films is far from the classic advertising creation, which can cause some anxiety, but I keep my fingers crossed for the participants of the competition and their creativity!
Creative starter for the Coca-Cola brand will be available for download on December 16, when the 7th edition of the PYD competition starts.