WORK IN PROGRESS IN PARADISE: DESIGNER CLOUDS AND COFFEE IN ARCHITECT CROZZA’S PROJECT FOR LAVAZZA’S NEW COMMUNICATION CAMPAIGN CREATED BY ARMANDO TESTA

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“Iguana green shutters, reinforced concrete for the clouds and invisible stairs”. From today Maurizio Crozza takes on the role of an eccentric architect at work with Saint Peter and the cherubs, to refurbish the Lavazza Paradise. But in order to accept his over-the-top ideas, you need a break which is truly pleasurable thanks to Lavazza A Modo Mio Jolie: the new espresso coffee machine, one of the smallest and quietest in its category. Its style and soft lines win over all of Paradise, for a coffee that is “So good there’s only one”.

The new campaign breaks on air from 14th September on all television networks and on the web. Created by the Armando Testa agency and directed by Paolo Monico with director of photography Mark Patten – the ad stars the architect showing Saint Peter some of his revolutionary ideas, such as iguana green shutters and clouds made of reinforced concrete. Crozza-architect’s project does not quite convince, but, thanks to two friendly Crozza-cherubs, Crozza-Saint Peter can reveal Lavazza’s new Jolie: it’s not necessary to invent a true Italian espresso, it already exists and you can enjoy one in Paradise just as you can at any Italian’s home.

“This is a real renewal of Lavazza’s Paradise, one of places best loved by Italians, which has occupied a special place in their imagination for more than 20 years. For such an important project – comments Carlo Colpo, Head of Lavazza Advertising & Mediatogether with the Armando Testa agency we chose Maurizio Crozza, a great professional who fits perfectly with the values of the company and its communication. His ironic, scathing and surprising tone makes him unique yet different in every situation, a little like Lavazza coffee, in all its different blends and different preparation methods, it always offers authentic pleasure”.

The new image of the campaign is cinematographic and more up-to-date and represents an important change in one of the longest running and best loved advertising sagas on Italian TV. A pause to enjoy some of the fun we know and love, part of the tradition from a company like Lavazza. For years entertainment and communication have been their strong point.

“This is the first of a series of ads which will be aired over the coming months and which will cover all the the pluses of the A Modo Mio system and the new Jolie machine, such as its quietness, its compactness and its design – continues Carlo Colpo. This new chapter in Paradise forms part of a renewed communication strategy at a global level, demonstrated also in the campaign launched during the US Open which features Andre Agassi as the Lavazza testimonial for the world of tennis”.

This first episode focuses on the new Lavazza A Modo Mio Jolie machine. It was created for everyone who is looking for absolute quality and excellent performance but with the utmost simplicity, thanks to its state-of-the-art technology. With its attractive modern design, Jolie offers top-class elegance in a reduced size and is available in four colours: red, white, sky blue and lime, to prepare the perfect espresso, at home just like at a coffee bar.

Jolie.it

CAMPAIGN CREDITS

Advertising & Digital Marketing Department Lavazza

Carlo Colpo, Maddalena Lembo

Creative Direction

Armando Testa Group (Monica Pirocca, Michela Sartorio)

Client Service

Armando Testa Group (Nicola Belli; Nicola Crivelli; Roberto Ferrero)

Production Company

Filmmaster Productions

Director

Paolo Monico

Testimonial

Maurizio Crozza

Director of Photography

Mark Patten

Executive Producer

Lorenzo Cefis

Producer

Anna Sica

Original Music

Paolo Re, Paolo Jannacci

Costumes

Roberta Beolchini

Set Design

Luca Merlini

Post-Production

Band

LAVAZZA: A STORY OF CREATIVITY AND COMMUNICATION

A pioneer in the world of communication since the ‘60s, together with Armando Testa, Lavazza launches unforgettable television advertising starring Caballero and Carmencita and, subsequently, slogans with the actor Nino Manfredi the most famous of which is “Caffè Lavazza, the more you drink it down, the more it pulls you up” (“Caffè Lavazza, più lo mandi giù, più ti tira su”).

In 1995 Lavazza launches it famous TV campaign “Paradiso”, revisited on our screens today, with the goal of highlighting historical blends, from Crema e Gusto to Qualità Oro.

The latest international campaign “Lavazza, There’s More To Taste” has had a great impact. The biggest campaign ever run by the company outside Italy, from Germany to the USA, from France to Australia.An action which aims to support the Group’s internationalisation strategy and tell the story of tradition and innovation, research and passion enclosed in each of the more than 20 billion cups of Lavazza coffee, enjoyed all over the world in one year.

Founded in Turin in 1895, Lavazza is an Italian manufacturer of coffee products which has been owned by the family of the same name for four generations. Sixth place in the world ranking of coffee roasters, today the Group is present in more than 90 countries with its associated partners and distributors, exporting 53% of its production. Since acquiring Carte Noire, Lavazza’s overall workforce numbers some 3 thousand, with a turnover of more than 1,473 million euros (2015 balance sheet). From its very origins Lavazza invented the concept of blends, or more precisely the art of mixing different types of coffee from different geographical origins. This is a feature which even today continues to distinguish most of its products. The company can boast more than 25 years of tradition in the sector of producing and marketing of systems and products for individual doses of coffee, establishing itself as the first Italian company to work on the espresso capsule system, and it is present in all business sectors: at home, out of home, in the office, always focusing on technological innovation and consumer trends. Lavazza has succeeded in developing its brand awareness thanks to important partnerships perfectly in line with the strategy of making the brand more international: for example in the world of sport, with the Grand Slam tennis championships and – in the field of art and culture – with prestigious museums such as the Guggenheim Museum in New York in the USA and the Venetian Civic Museums.

For further information:

LAVAZZA PRESS OFFICE

Marilù Brancato +39 345 3972860 marilu.brancato@lavazza.com

Davide Asinelli +39 335 6567822 davide.asinelli@lavazza.com

STUDIO SUITNER

011.8196450 segreteria@studiosuitner.it