{"id":2047,"date":"2017-01-31T14:00:00","date_gmt":"2017-01-31T13:00:00","guid":{"rendered":"https:\/\/newsroom.armandotesta.it\/\/2017\/01\/31\/at-the-origins-of-coffee-culture-with-armando-testa-and-lavazza\/"},"modified":"2019-03-14T12:38:10","modified_gmt":"2019-03-14T11:38:10","slug":"at-the-origins-of-coffee-culture-with-armando-testa-and-lavazza","status":"publish","type":"post","link":"https:\/\/newsroom.armandotesta.it\/en\/at-the-origins-of-coffee-culture-with-armando-testa-and-lavazza\/","title":{"rendered":"AT THE ORIGINS OF COFFEE CULTURE, WITH ARMANDO TESTA AND LAVAZZA"},"content":{"rendered":"

If that\u2019s the name of the coffee then it is because it takes its name from Kafa: the region in Ethiopia where the first coffee plants in the world grew spontaneously.<\/p>

But Kafa is also a prestigious quality of Lavazza coffee:100% Arabica of limited production coming from the place where coffee culture can trace its roots.<\/p>

This was the inspiration for the creative idea for the international ad created by Armando Testa and developed for press, and indoor posters for events: an Arabica bean which becomes an Ethiopian mask, a symbol of the culture and origins of coffee.<\/p>

Creative director and art director Andrea Lantelme and vice creative director and copywriter Federico Bonenti, worked on this campaign for Armando Testa with executive creative direction from Michele Mariani. <\/p>
Photographic shots by Andrea Melcangi, and post-production by Michelangelo Rossino.\r\n\r\n