Lavazza  |  North America campaign, K-cup follow-up 

Follow-up to the successful Buongiorno campaign this time introducing the new K-Cup packs. The key visual is graphically based on the "iconic swirl" directing from the packaging as the essence "passion" coming out from the coffee (the smoke out of the cup). It's a salute to a good day (buongiorno in Italian) in the most intimate and perfect moment in the morning when your day ‘officially’ begins.

The essence of the campaing remains the same, only a different media approach, new posters, new video, and new packshot is introduced.

The campaign runned on newspapers and magazines in the U.S. It was geolocated on 4 different metropolitan areas: New York, Chicago, San Francisco and Los Angeles.
The iconic visuals inside the smoke, coming out of the package to form the iconic design, are interpreted by the Italian calligrapher and type-designer Luca Barcellona. 

Video storytelling

The story about the passion and dedication to coffee of the Lavazza family, narrated in a poetical style with illustrations by Emiliano Ponzi animated by the WeAreCaptive team. The voiceover on this video was done by Francesca Lavazza herself. The video was featured on Lavazza's website.

Video preroll

From the aroma of the coffee the message takes the distinct shape that characterizes the package and then goes away introducing the new product. The video pre-roll was  geolocalized on youtube for North American viewers. 

Outdoor campaign

The posters were present in various metro station and bus shelters around New York and Chicago, including Grand Central Station, Port Authority Terminal & Millennium Station.
 New York Downtown Bus Stops
 New York Grand Central Station
 New York Grand Central Station
 New York Grand Central Station
 New York Grand Central Station
 New York Port Authority Bus Terminal 
 New York Port Authority Bus Terminal 
 New York Port Authority Bus Terminal 
 New York Port Authority Bus Terminal 
 New York Port Authority Bus Terminal 
Chicago Citigroup Center Station
Chicago Citigroup Center Station
Chicago Millennium Station

Facebook App

We teamed up with We Are Social to create a Facebook App which permited the user to discover various Lavazza blends, share 1 out of 4 Buongiorno messages, and the possibility to win a trip to Italy. ​​​​​​​

An alarm clock with some branded material (tote bags, personalized poster, and mug) was sent to bloggers and influencers to better reach the target.

Client: Luigi Lavazza s.p.a.
Advertising and digital marketing manager: Maddalena Lembo
Agency: Alberto Baccari
Executive creative director: Alberto Baccari
Art directors: Alberto Baccari, Andrea Castelletti, Juan Ricardo Hernández
Copywriter (US): Robert Schulman
Copywriter (Canada): Elvire Cavalié
Graphic designer: Andrea Castelletti
Brand strategist: Susan Roy
Project manager: Giuseppe Laneve
Lettering: Luca Barcellona
Photographer: Orlando Zambarbieri
Illustration: Emiliano Ponzi
Stroytelling video production company: We are captive (London)
Animation: Oliver Durant and Bruna Guerreiro 
Storytelling video voiceover: Francesca Lavazza
Stroytelling video soundtrack: Roberto Cacciapaglia
Digital development: Digitas LBi
Live action video production company: Zero TableTop
Live action video producer: Giuliana Lorenzini
Live action video director: Paolo Gandola
Live action video post production: Post Office Reloadaed 
Digital PR, alarm clock project and facebook app: We Are Social

You may also like:

Back to Top