COMMUNICATIONS HISTORY

Bold ideas for innovative communications; Lavazza has always been a trail blazer, representing modernity, Italian flair and positive perceptions. Through ever-changing forms of artistic expression, its innovative style reinterprets the universal fascination with Italian espresso.

2006
Ready for takeoff?
The images from the new international campaign bear the name of Ellen Von Unwerth, who offers a sophisticated, glamorous and appealing portrait of Lavazza coffee.
Alcove and Umbrella were the two shots selected from the calendar for the campaign, which will convey the exclusivity and luxury of first-class travel, knowing how to enjoy life and the exclusive service that a company like Lavazza offers its customers. The photographs have a great artistic value, a sort of open-sky exhibit under the sign of Lavazza.

The Paradiso Campaign 2005 -2006
Scenes include castles to build, magic to embrace, evenings by the piano playing classic tunes and a funny Scottish uncle. The adventure in the clouds continues as Bonolis and Laurenti keep reaping success after success with their hilarious gags and punch lines, entertaining their many fans.

2005
The Circus is in Town
"The Circus is Coming to the Street" – this is the poster campaign inspired by shots from Erwin Olaf's calendar. The challenge is to "Espress Yourself", an invitation to experience espresso as a nectar that allows us to enter a world where true courage and liberty gives us the freedom to be ourselves. "Strong Man", "Tiger Lady" and "Cannon" are the poster images selected to represent the Lavazza circus, illustrating radiant beauty and refinement.

2005
A Cry Across the Pampas...Carmencita is Back!
Carmencita, a classic icon in the history of Lavazza's advertising and the undisputed star of the ad show "Carosello" from 1964 to 1975, is returning to TV with a 12-episode sit com. She's an evergreen character, more non-conformist than ever, highly ironic, with a sense of humour and personality, vitality and energy matched only by the coffee she represents.

2004 The Password is ¡Tierra!
Lavazza demonstrates its commitment to society by launching ¡Tierra!, a sustainability project in Honduras, Colombia, and Peru. This is a concrete commitment that aims to celebrate the environment and natural resources and aims to improve the quality of life in small communities of coffee growers.
Lavazza selected the "Salone del Gusto" in Turin as the ideal framework in which to present to the public its project and the new product in a space dedicated to the documenting pictures taken in those countries by the famous photographer and reporter Steve McCurry. The new www.tierra.lavazza.it website is also created.

The Paradiso Campaign
Lavazza introduces new adventures and new personalities. Paolo Bonolis and Luca Laurenti are in paradise with Laurenti in the midst of preparing for his wedding. There are lots of guests, along with the best man and the maid of honour. It is a truly heavenly wedding banquet!

2004
Mission to Espresso
For the third year in a row, the international advertising campaign is shaped around the use of images from the Calendar. This year is the turn of Le Gouès who, with the shots "Espresso in Space" and "A Drive in Espresso", manages to ironically convey his vision of the world of coffee.
"Espress Yourself" is the invitation that underlies the image, conveying all of the product's Italian identity. Thus, espresso becomes the means for creative and original expression.