PR > Sectors
THE EARTH DEFENDERS PROJECT
ARMANDO TESTA, Turin / LAVAZZA / 2017
Overview
Credits
Overview
CampaignDescription
To put the spotlight on what we have called: EARTH DEFENDERS.
The commitment of Farmers from three continents where Lavazza has a presence who, with daily commitment, take care of the Earth. They are sentinels who will become the protagonists through the lenses of Steve Mc Curry, Joey L and Denis Rouvre.
Execution
We collaborated with top photographers including Steve McCurry, Joey L. and Denis Rouvre as well as chefs, international musicians and directors. We involved Italian and foreign journalists and influencers. In less than a week, from 21-26 September 2016, we realized events, campaigns, used historic bars, sponsored the Terra Madre Salone del Gusto, held conferences and collaborated with Slow Food.
Outcome
More than 200 invited journalists and influencers at Mudec
#Earthdefenders generated more than 2.1 million impressions and was a trending topic on twitter.
395 off-line newspaper articles in Italy and abroad.
main sponsor of Terra Madre Salone del Gusto for 5 days
Concert: 700 guests including politicians, cultural representatives and entrepreneurs
Exhibition
22 thousand visitors,
13, 500 of whom were served coffee,
370 calendars sold (and sold for the first time in support of the workers),
Foreign Press tour with 17 top-level journalists spanning 9 countries
11 real-time streams with an average of 20,000 viewers and a peak of 35,000.
22 tasting labs.
But the Calender in particular has generated concrete help for the workers' families such as the 10,000 Gardens project in Africa and has confirmed Lavazza as a sustainable brand, receiving the Rainforest Alliance certificate.
Relevancy
Because, for the first time, and in a credible manner, it places emphasis on the need for a multinational brand as Lavazza to exercise social responsibility.
Strategy
To support the families of coffee workers through the calendar and its surrounding events and to bring credibility to Lavazza as sustainable brand.
TARGET: Everybody.
PR PLANNING: Launch Event at the Mudec Museum with more than 200 journalists and Influencers invited. Photo exhibition. Concert event. Field activities. Campaigns. Docufilm on Discovery Channel. Fundraising. Taste Workshops. Live streaming events. Sponsorship of the Terra Madre Salone del Gusto the most important global food-related event.
Synopsis
Situation:
After more than two decades of fashion Calendars, Lavazza has changed pace and given life to the first sustainable artistic project
More Entries from Food & Drinks in PR
24 items
More Entries from ARMANDO TESTA
24 items
