{"id":5452,"date":"2021-11-25T17:16:40","date_gmt":"2021-11-25T16:16:40","guid":{"rendered":"https:\/\/newsroom.armandotesta.it\/gran-cafe-paulista-alla-riconquista-del-barista-con-lavazza-e-armando-testa\/"},"modified":"2021-11-29T17:38:10","modified_gmt":"2021-11-29T16:38:10","slug":"gran-cafe-paulista-alla-riconquista-del-barista-con-lavazza-e-armando-testa","status":"publish","type":"post","link":"https:\/\/newsroom.armandotesta.it\/en\/gran-cafe-paulista-alla-riconquista-del-barista-con-lavazza-e-armando-testa\/","title":{"rendered":"Gran Caf\u00e9 Paulista, winning back baristas with Lavazza and Armando Testa."},"content":{"rendered":"\n

The Lavazza icon has turned 60 and is back in communication with Armando Testa for the occasion.<\/p>\n\n\n\n

This bond dates back to the years of Carosello, when the character of Paulista was created by the genius of Armando Testa. He immediately made him a TV and communication icon with his cherished Carmencita and Caballero. The unforgettable features of the Paulista Caffe were his body, his moustache and poncho decorated with a frieze designed by Armando. <\/p>\n\n\n\n

This relationship has now been renewed with the goal of a market relaunch of the famous Italian coffee dedicated to baristas: Gran Caf\u00e9 Paulista. A single origin of prestigious Brazilian Arabica, faithful to tradition but renewed in the “sabor” thanks to the “Cereja Apassita”, which gives a sweet taste, and the slow and “delicate” roasting that preserves and enhances the aromas of the coffee. A sweet espresso with a contemporary taste, which satisfies the tastes of anyone\u2019s palate, even the younger target and grown in Rainforest Alliance certified farms.<\/p>\n\n\n\n

Paulist\u2019s face which features on the packaging and on merchandising and in the communication has also become more contemporary thanks to Armando Testa.<\/p>\n\n\n\n

The agency created all the POS materials, the press and digital campaign and a video for the Lavazza website distributed in Italy and soon also in international markets. https:\/\/www.lavazza.it\/it\/landing\/paulista.html<\/a>)<\/p>\n\n\n\n

The video describes the evolution of the character starting off from the historical films of the 1960s. To the rhythm of a \u201cconga\u201d composed especially for this content, Paulista evolves from a drawing to 3D, while maintaining the style that has always distinguished it, to finally reveal today\u2019s version.<\/p>\n\n\n\n

So, with an engaging dance that never stops, the past and the present merge to bring all coffee lovers the \u201cfelicidad\u201d that only an excellent espresso can give.<\/p>\n\n\n\n

CREDITS<\/strong><\/p>\n\n\n\n

Client: Luigi Lavazza S.p.A.<\/p>\n\n\n\n

Agency: Armando Testa S.p.A.<\/p>\n\n\n\n

Executive creative direction: Michele Mariani
Creative direction: Federico Bonenti, Andrea Lantelme<\/p>\n\n\n\n

Creative team: Tommaso Casarini, Stefano Arrigoni<\/p>\n\n\n\n

Client service: Gina Graci<\/p>\n\n\n\n

3D Modelling: Alessandro Falcioni for TABAdesign<\/p>\n\n\n\n

Production company: Little Bull Studios<\/p>\n\n\n\n

Music: Bobo Marcucci<\/p>\n\n\n\n