Lavazza - Buongiorno K-Cup Packs

A new line of Lavazza’s Roast & Ground coffees hit the shelves of American and Canadian supermarkets. Crafted for the North American market by the legendary creators of “Italy’s favorite coffee,” the new campaign comes with a media plan, which includes videos, digital and print on major websites, magazines and newspapers. With this campaign Lavazza introduces itself, as a brand of coffee makers, to the North American Market. 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.

Advertising, Art Direction, Typography

NORTH AMERICA K-CUP FOLLOW-UP

Follow-up of the succesful Buongiorno campaign now introducing the new K-Cup Packs in the US market. The essence of the campaing

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

PRESS

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

- New York Downtown Bus Stops

- New York Grand Central Station

- New York Port Authority Bus Terminal

- Chicago Citigroup Center Station

- Chicago Millennium Station

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.

FACEBOOK APP

Created and developed by We Are Social

Alberto Baccari 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.

#BuongiornoAmerica

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

the target. (Project by We Are Social)

MAKING OF

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

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