VMLY&R ITALY, Milan / LUIGI LAVAZZA SRL / 2019
There’s a preconceived idea outside Italy that the authentic Italian coffee is a short and strong dose of espresso. This campaign breaks this idea, presenting Lavazza - the brand that practically invented coffee as we know it - as a coffee system, taking the Italian experience to any kind of taste and preparation.
The film uses both professional actors and street casting to create a unique representation of what could be a trip around the world (of coffee). The goal was to find particular faces able to make a 1-second vignette memorable.