Roxanna Bianco

lavazza 2

Lavazza coffee has long stood for fun coffee drinking and comedians have been key in communicating “espresso and fun” to the Italian mass-market over the years.

But what happens when this iconic brand needs to target a wider international public with a diverse range of consumption habits and elevate the price in the process?

The result is a successful coexistence between two completely different genres, based on the same “Espresso and Fun” strategy: traditional Italian comedy “at home” and the international reach of the stylish calendar and mega billboards campaign.

In 2003, we commissioned Jean Baptiste Mondino to photograph the mega billboards campaign and calendar. The playful photos embodied the fun spirit of Lavazza, with the claim “Espress Yourself” turning the concept of espresso – particularly abroad – into a fashionable lifestyle.

A mega event, with photographer presenting, took place in Paris to launch the international campaign. In Italy, events took place in Milan and Turin to present the calendar to invited guests.

The viewers’ experience was also enhanced and enriched by a series of interactive internet-based games.

The campaign attracted press interest and interviews in both editorial print and TV.

MEDIA: MEGA BILLBOARDS, CALENDAR, MAGAZINE, WEBSITE, iPHONE APP, EVENTS, PHOTO EXHIBITION