{"id":2075,"date":"2016-09-14T14:00:00","date_gmt":"2016-09-14T12:00:00","guid":{"rendered":"https:\/\/newsroom.armandotesta.it\/\/2016\/09\/14\/work-in-progress-in-paradise-designer-clouds-and-coffee-in-architect-crozzas-project-for-lavazzas-new-communication-campaign-created-by-armando-testa\/"},"modified":"2019-03-14T12:38:36","modified_gmt":"2019-03-14T11:38:36","slug":"work-in-progress-in-paradise-designer-clouds-and-coffee-in-architect-crozzas-project-for-lavazzas-new-communication-campaign-created-by-armando-testa","status":"publish","type":"post","link":"https:\/\/newsroom.armandotesta.it\/en\/work-in-progress-in-paradise-designer-clouds-and-coffee-in-architect-crozzas-project-for-lavazzas-new-communication-campaign-created-by-armando-testa\/","title":{"rendered":"WORK IN PROGRESS IN PARADISE: DESIGNER CLOUDS AND COFFEE IN ARCHITECT CROZZA\u2019S PROJECT FOR LAVAZZA\u2019S NEW COMMUNICATION CAMPAIGN CREATED BY ARMANDO TESTA"},"content":{"rendered":"

\u201cIguana green shutters, reinforced concrete for the clouds and invisible stairs\u201d. From today Maurizio Crozza <\/strong>takes on the role of an eccentric architect at work with Saint Peter and the cherubs, to refurbish the Lavazza Paradise.<\/strong> 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<\/strong>: the new espresso coffee machine, one of the smallest and quietest <\/strong>in its category. Its style and soft lines win over all of Paradise, for a coffee that is \u201cSo good there\u2019s only one\u201d.<\/i><\/p>

The new campaign breaks on air<\/i> from<\/strong> 14th September <\/strong>on all television networks and on the web. Created by the Armando Testa<\/strong> agency and directed by Paolo Monico<\/strong> with director of photography Mark Patten<\/strong> \u2013 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\u2019s<\/i> project does not quite convince, but, thanks to two friendly Crozza-cherubs,<\/i> Crozza-Saint Peter<\/i> can reveal Lavazza\u2019s new Jolie: it\u2019s 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\u2019s home.<\/p>

\u201cThis is a real renewal of Lavazza\u2019s 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 <\/i>\u2013 comments Carlo Colpo, Head of Lavazza Advertising & Media<\/strong><\/span> \u2013 together with the Armando Testa agency <\/i>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<\/i>\u201d.<\/p>

The new image of the campaign is cinematographic<\/strong> 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.<\/p>

<\/i><\/p>

\u201cThis 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 \u2013 <\/i>continues Carlo Colpo<\/strong><\/span>. 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\u201d.<\/i><\/p>

This first episode focuses on the new Lavazza A Modo Mio Jolie<\/strong> 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.<\/p>

Jolie.it<\/u><\/i><\/p>

<\/strong><\/p>

<\/strong><\/p>

CAMPAIGN CREDITS <\/u><\/strong><\/p>

Advertising & Digital Marketing Department Lavazza<\/p>

Carlo Colpo, Maddalena Lembo<\/i><\/p>

Creative Direction<\/p>

Armando Testa Group (Monica Pirocca, Michela Sartorio)<\/i><\/p>

Client Service <\/p>

Armando Testa Group (Nicola Belli; Nicola Crivelli; Roberto Ferrero)<\/i><\/p>

Production Company <\/p>

Filmmaster Productions<\/i><\/p>

Director<\/p>

Paolo Monico<\/i><\/p>

Testimonial<\/p>

Maurizio Crozza<\/i><\/p>

Director of Photography <\/p>

Mark Patten<\/i><\/p>

Executive Producer<\/p>

Lorenzo Cefis<\/i><\/p>

Producer<\/p>

Anna Sica<\/i><\/p>

Original Music <\/p>

Paolo Re, Paolo Jannacci<\/i><\/p>

Costumes<\/p>

Roberta Beolchini<\/i><\/p>

Set Design<\/p>

Luca Merlini<\/i><\/p>

Post-Production<\/p>

Band<\/i><\/p>

<\/strong><\/p>

<\/strong><\/p>

LAVAZZA: A STORY OF CREATIVITY AND COMMUNICATION<\/u><\/strong><\/p>

A pioneer in the world of communication since the \u201860s, 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 \u201cCaff\u00e8 Lavazza, the more you drink it down, the more it pulls you up\u201d (\u201cCaff\u00e8 Lavazza, pi\u00f9 lo mandi gi\u00f9, pi\u00f9 ti tira su\u201d). <\/i><\/p>

In 1995 Lavazza launches it famous TV campaign \u201cParadiso\u201d, revisited on our screens today, with the goal of highlighting historical blends, from Crema e Gusto to Qualit\u00e0 Oro.<\/i><\/p>

The latest international campaign \u201cLavazza, There\u2019s More To Taste\u201d 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\u2019s 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.<\/i><\/p>

Founded in Turin in 1895, Lavazza<\/strong> 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\u2019s 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 \u2013 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.<\/i><\/p>

<\/strong><\/p>

<\/strong><\/p>

For further information:<\/u><\/strong><\/p>

<\/strong><\/p>

LAVAZZA PRESS OFFICE<\/strong><\/p>

Maril\u00f9 Brancato +39 345 3972860 <\/i>marilu.brancato@lavazza.com<\/i><\/a> <\/i><\/p>

Davide Asinelli +39 335 6567822 <\/i>davide.asinelli@lavazza.com<\/i><\/a> <\/i><\/p>

STUDIO SUITNER<\/strong><\/p>

011.8196450 <\/i>segreteria@studiosuitner.it<\/i><\/a> <\/i><\/p><\/div>\r\n\r\n