Eurobest

#EmbracingVenice: Lavazza & Saype

BCW, Milan / LAVAZZA / 2022

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Overview

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Credits

Overview

Background

Climate change is one of the many threats the world is facing. The artwork aimed to promote unity is ephemeral, designed to make a big impact without impacting nature. Art is for everyone and it is the medium that allows the Lavazza Group to best express its core values. To promote the cultural event and related media and PR initiatives in Venice, we curated all visuals and PR for a multi-channel ad campaign and 2-day international press trip. We created engaging ad-hoc content to amplify interest in the project, working closely with the brand to best highlight the artist’s 300sqm artwork.

Alongside the brand, we developed a digital-physical strategy to:

1. Develop an international call-to-action to combat climate change;

2. Shine a light on the Lavazza Group’s commitment to ESG and culture.

Idea

In order to create visuals to promote the inauguration of an artwork loaded with such a powerful message, we adopted a philosophy equally charging to best engage users around the world. The first phase triggered intrigue and suspense, while also using the campaign as an opportunity to include visual nods to the Group’s ESG work not just in Venice, but around the world along every link of their supply chain. The reveal in the floating city was live tweeted, offering users globally the possibility to virtually live the artistic experience, followed up with in-depth videos and stunning scenes of the artwork touring the Grand Canal and of the in-person exhibit that contrasted new and old leading visitors upward. The multi-channel and multi-layer project featured custom content to address all target audiences, both digitally and physically.

Strategy

Art is for all. The city of perishing beauty is the perfect scenario for raising awareness around climate change, especially as Earth Day 2022 coincided with the 59th Venice Art Biennale meaning thousands would flood the city, maximizing project reach.

The message: only together can we overcome today’s greatest threats to humanity.

The transversal project included myriad target audiences: stakeholders, coffee drinkers around the world, environmentalists, arts enthusiasts, individuals, companies, institutions, associations, the press and anyone with a sense of responsibility towards the planet.

Custom visuals were prepared in advance to lead up to the big reveal on Earth Day. All target audiences were addressed in the teaser phase in a multi-channel digital strategy. In Venice, PR and media relations events were organized to address stakeholders, organizations, the art world and press. The cultural event was designed as an enthralling experience for all target audiences and even general passersby.

Execution

The giant biodegradable fresco toured the city. To further engage: a solo show with photos of the artist’s monumental frescoes worldwide led to a bird’s-eye view of #EmbracingVenice at the iconic Torre di Porta Nuova. At the one-day media preview there stakeholders shared the Company's sustainability path in the context of the world-renowned Venice Biennale, followed by a visit of the Venice Pavilion and of the Peggy Guggenheim Collection, Group Partner. A 2-day international press trip included: coverage by over 30 journalists from key markets, more than 35 single interviews in a day, to ensure top international press features of Lavazza Group’s ecological-cultural initiative.

The digital campaign lasted over a month, 8 days prior to the inauguration the 22nd and sustained for more than 3 weeks. For the first time ever a coordinated LinkedIn campaign was initiated, enhancing posts by the Group’s global companies. Overall, OTS was greater than 22.8M.

Outcome

The key messages were that of recognizing the fragility of life on Earth and taking action to protect the incredible planet we inhabit; the power of art to unite and exchange; and, that of the Group’s strong partnerships founded upon shared values with both institutions and individuals. An encouraging and engaging campaign that drew attention to sustainability and the Group’s dedication to culture, social, environmental issues, generating over 230MIL PR reach, 1MIL AVE, 6MIL impressions on Twitter and LinkedIn, 3.2MIL video views.

Key takeaways of the initiative’s press coverage over the 2-month period before, during and after was almost evenly split among Sustainability, Art & Culture, Spokesperson, Partnerships (35/28/20/17) better performing than competitors present at the Biennale and perfectly aligning with project goals. Lavazza Group also outperformed in both positive sentiment and accounted for 43,4% of total share of voice compared with two direct competitors.

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