Papaya Films Produces 'Meanwhile' Campaign for EB Beer

In the new EB campaign the consumers tell their story about what 'meanwhile' means. All characters in the spot are real people.

'The moment I have receives the brief from the agency I thought: this is going to be something amazing! And this thought popped into mind: the poetry of everyday life. The entire EB ad, which is sort of a manifesto, we wanted to bring magic into typical everyday actions. We wanted to show that regular situations can be special. ' - says Antoni Nykowski, Papaya director. 

The group of friends in the spot is an actual group of friends found hanging out in the park. The kissing couple is real relationship between two young people, who are trying to figure out what to do next with their lives - meanwhile, they enjoy themselves. Out bold Sandra is a bartender, but she's fighting to finish school to become a paramedic. Marek - the guy from the carwash juggles two jobs, but since he has not yet figured out what he wants to do 'when he grows up' he's fine having a good time in the meantime.

'I like this project because it reminded me about the power of words, of copywriting. It all started with the word 'meanwhile'. Without it the world of the EB brand would not exist as it does now.' - says Karolina Kaluzna, Associate Creative Director VML. 'To be given a brand, to be able to create everything apart from the two letters that make the name - it's a huge privilege, and a huge responsibility. The life of this brand was in our hands and I need to gratulate and thank our client for the trust they've put in us.'