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.

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.

25 sets, many of them for scenes that would last less than 1 second. Besides, Lavazza has a long tradition in art direction, having partnered with names like Helmut Newton and David Lachapelle. The challenge of the art direction was to not lower this bar and make the brand look young and premium.