Film Craft > Film Craft
VMLY&R ITALY, Milan / LUIGI LAVAZZA SRL / 2019
Overview
Credits
Write a short summary of what happens in the film
A tourist steps into a bar in Italy and asks for the real Italian coffee.
What we see next is an unexpected sequence of reactions to this odd question, taking the viewer through a world of different coffee preparations offered by Lavazza.
At the end, we are back in the same bar of the beginning, where the woman is offered a Lavazza espresso.
Cultural/Context information for the jury
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
Tell the jury about the casting process.
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.
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