BRAND VALUES: At the end of lockdown, Lavazza found new values in an example from the past, and now adhering to them, it is making them their own. To make progress, sustainability and tolerance the foundations on which to base our future rebirth.

BRIEF: To give people around the World a strong message of hope, after the lockdown period.

OBJECTIVES: Lavazza wants to go beyond its role for brand communication and become the spokesperson for a powerful appeal in favour of re-awakening sensitivity of individuals.

Between the end of the lockdown and the reopening, we wanted to launch a universal message of hope and optimism. To replace the scary new words introduced by Covid (as Pandemic, Epidemic, Patient Zero, Quarantine etc.), with a positive and powerful words from the past. An original “speech to humanity", taken from the famous ending of "The Great Dictator" by Charlie Chaplin. A cry of hope that comes from afar, but tremendously modern that lays the foundations of a new renaissance on values ??such as respect, inclusion, tolerance and attention to the environment.

DATE GATHERING: We launched it on a symbolic date: May 1st, the first day of re-openings after more than two months of hard lockdown. The film was presented during the TG5, the main TV News in Italy at 1 P.M. o’clock.

TARGET AUDIENCE: Everyone

APPROACH: “Good morning Humanity” was planned on TV and social networks. News Broadcasts, radios, newspapers, influencers, normal people amplified the message in Italy and all around the World.

For the campaign we used footage, archive material, author photos. Three weeks have passed from concept to broadcast. The film was supposed to be just a local campaign and it went global.

#thenewhumanity has become a Lavazza communication channel for many other projects.