The key Lavazza outdoor and domination campaign welcoming visitors to the Expo will be running in major transit points of the city from 1st May.
With creativity from Armando Testa, the official coffee of the Italian Pavilion at Milan Expo 2015 celebrates the Earth Defenders and welcomes everyone passing through Milan over the coming months, who shares the same values of sustainability and respect for cultures as the Turin based brand.
The campaign features three rotating subjects with different messages, selected from the Lavazza 2015 Calendar. A real open-air exhibition thanks to the prestigious work by Steve McCurry who did the shots which are on display in airports, stations the underground, streets and special positions as well as in Eataly and at the Expo.
With executive creative direction from Michele Mariani, the creative and art director Andrea Lantelme and copywriter Federico Bonenti worked on the campaign as they did for the creativity of the calendar.