A follow-up to the successful Buongiorno campaign, this iteration introduces the new K-Cup packs. The key visual is graphically centered on the "iconic swirl" emanating from the packaging, symbolizing the essence of "passion" rising like smoke from a cup of coffee. It’s a celebration of the perfect, intimate moment in the morning when your day officially begins—buongiorno in Italian.
client
Luigi Lavazza s.p.a.
advertising and digital marketing Manager
Maddalena Lembo
agency
Alberto Baccari Studio
executive creative direction
Alberto Baccari
art direction
Alberto Baccari, Andrea Castelletti, Juan R. Hernández
copywriting (US)
Robert Schulman
copywriting (Canada)
Elvire Cavalié
graphic design
Andrea Castelletti
strategist
Susan Roy
project leader
Giuseppe Laneve
lettering
Luca Barcellona
illustration
Emiliano Ponzi
production company
We are captive
animation
Oliver Durant, Bruna Guerreiro
voice over
Francesca Lavazza
soundtrack
Roberto Cacciapaglia
photography
Orlando Zambarbieri
digital development
Digitas LBi
production company
Zero TableTop
producer
Giuliana Lorenzini
director
Paolo Gandola
post production
Post Office Reloadaed
digital pr
We Are Social
awards
🏆 Award of Excellence, 56° Illustration Annual, Communication Arts
The print campaign ran in newspapers and magazines across the U.S., targeting four key metropolitan areas: New York, Chicago, San Francisco, and Los Angeles.
Chicago Magazine
7x7 Magazine (San Francisco)
The aroma of the coffee transforms into the distinct shape that defines the packaging, before dissipating to introduce the new product. The video pre-roll was geolocated on YouTube, specifically targeting North American viewers.
The posters were displayed across various metro stations and bus shelters in New York and Chicago, including prominent locations such as Grand Central Station, Port Authority Terminal, and Millennium Station.
We collaborated with We Are Social to develop a Facebook app that allowed users to explore various Lavazza blends, share one of four Buongiorno messages, and enter for a chance to win a trip to Italy. To further engage the target audience, branded materials—including an alarm clock, tote bags, a personalized poster, and a mug—were sent to bloggers and influencers, amplifying the campaign’s reach and impact.
A follow-up to the successful Buongiorno campaign, this iteration introduces the new K-Cup packs. The key visual is graphically centered on the "iconic swirl" emanating from the packaging, symbolizing the essence of "passion" rising like smoke from a cup of coffee. It’s a celebration of the perfect, intimate moment in the morning when your day officially begins—buongiorno in Italian.
awards
🏆 Award of Excellence, 56° Illustration Annual, Communication Arts
The print campaign ran in newspapers and magazines across the U.S., targeting four key metropolitan areas: New York, Chicago, San Francisco, and Los Angeles.
Every Day with Rachel Ray Magazine (Los Angeles)
Chicago Magazine
7x7 Magazine (San Francisco)
The aroma of the coffee transforms into the distinct shape that defines the packaging, before dissipating to introduce the new product. The video pre-roll was geolocated on YouTube, specifically targeting North American viewers.
The posters were displayed across various metro stations and bus shelters in New York and Chicago, including prominent locations such as Grand Central Station, Port Authority Terminal, and Millennium Station.
We collaborated with We Are Social to develop a Facebook app that allowed users to explore various Lavazza blends, share one of four Buongiorno messages, and enter for a chance to win a trip to Italy. To further engage the target audience, branded materials—including an alarm clock, tote bags, a personalized poster, and a mug—were sent to bloggers and influencers, amplifying the campaign’s reach and impact.
client
Luigi Lavazza s.p.a.
advertising and digital marketing Manager
Maddalena Lembo
agency
Alberto Baccari Studio
executive creative direction
Alberto Baccari
art direction
Alberto Baccari, Andrea Castelletti, Juan R. Hernández
copywriting (US)
Robert Schulman
copywriting (Canada)
Elvire Cavalié
graphic design
Andrea Castelletti
strategist
Susan Roy
project leader
Giuseppe Laneve
lettering
Luca Barcellona
illustration
Emiliano Ponzi
production company
We are captive
animation
Oliver Durant, Bruna Guerreiro
voice over
Francesca Lavazza
soundtrack
Roberto Cacciapaglia
photography
Orlando Zambarbieri
digital development
Digitas LBi
production company
Zero TableTop
producer
Giuliana Lorenzini
director
Paolo Gandola
post production
Post Office Reloadaed
digital pr
We Are Social
Andrea Castelletti Studio
Milano / Ripatransone
andrea@acastelletti.com