ADVERTISING CAMPAIGN
Brand. Lavazza
Product. Lavazza Prontissimo
Date. November - January 2016/17
TEAM:COAXERS: Abraham de Cugnac, Jessica Rooney,
Roos Haverman, Mohamed Nabha, Soraya Petrosillo
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Working with these guys was absolutely amazing. We were so damn cool actually. It was like having the perfect balance between guys who researched as hell and designers who had strong intuitions and could easily bring executions to life everything mixed with the contributions of people with such different personalities. So here's the only project we worked at together for which we all had great fun developing. In this project, I particularly worked on the creative direction of the photo-shoot getting inspired by the colours and style of Wes Anderson.
Lavazza is an Italian coffee company, one of the most prominent coffee producers in the world and a leader in Italy. After doing some research in the company's CSR, we found out that unlike its competitors, Lavazza doesn’t shout about its good deeds and success. The goal was to encourage the younger consumer to notice its efforts in CSR through an integrated visual and copy-led campaign to promote their instant coffee Lavazza Prontissimo based on the concept of being “Quietly Good”.
Lavazza-the brief
target audience
Why young consumers?
Now in the UK, the foodie culture is expanding, Starbucks and similar are in every corner of town, ground coffee is taking a stand (finally!).
So who's going to still be interested in buying instant coffee? Who is it that is always in a hurry, wakes up late but still needs to go to uni and is on a small budget?
Here is Alex.
Alex is 19 years old, a law student and likes to play video games.
Next to that, he is environmentally conscious due to the global concerns about climate change. He likes to drink instant coffee in the morning to wake up, but also with his friends when he is gaming in the early hours.
Amy is a Lavazza drinker too. She is a 23-year-old professional, working as a business intern. She drinks instant coffee in the morning and throughout the day in the office. She is sceptical of advertising claims and enjoys going to concerts and watching tv-shows in her spare time. She has a dark sense of humour and is 24/7 on social media.
Before getting to the final concept and execution the team came out with a set of equally valid and applicable concepts based on human truths in relation to the campaign concept "Quietly Good". We wanted to execute them all actually, but time wasn't on our side!
The process
HUMAN TRUTH
PEOPLE LIKE THE UNDERDOG
An unsung hero is a person whose goodness is unknown or unacknowledged. This concept could be represented in print campaigns of historical figures who did amazing things but that didn’t receive recognition (for example, Clara Barton, Alan Turing or Victoria Woodhull). Alternatively, everyday heroes, such as news reporters in high-risk situations, firemen or people who help old people cross the street could have been used to represent Lavazza’s values. The campaign would then link the audience to find out more information about Lavazza’s CSR.
HUMAN TRUTH
PEOPLE ARE PREJUDICED
People are often not what they seem and appearances can deceive. Lavazza’s CSR is almost like an unexpected (but good) surprise; they appear to be a standard coffee brand, but in reality they are so much more than that. This concept could be represented by campaigns that show the good in people despite our prejudice. For example, discovering a soft side to a tough biker.
HUMAN TRUTH
PEOPLE LIKE TO KEEP GOOD THINGS FOR THEMSELVES
Secrecy, mystery… Is there any better way to drive curiosity and spike interest? Lavazza is quite covert in the way it advertises itself and its CSR. But, what if it was on purpose? The coffee is so good that people want to keep it for themselves and not share it with anyone else. Overzealous fans or employees selfishly guard the coffee through various absurd or comedic plots.
Human truth
People love to laugh at other people's misfortunes.
The Lavazza moment campaign is based on humorous, even absurd applications of Murphy’s law: anything that can go wrong, will go wrong. The protagonist of the campaign will always be a victim of a disastrous situation to engender schadenfreude from the audience [“a feeling of pleasure or satisfaction when something bad happens to someone else”. When things do go wrong, the Lavazza drinker will not panic or scream in agony but instead will relax and enjoy coffee, in what we refer to as a “Lavazza moment”: a moment of pure delight that follows an otherwise negative situation. These types of situations are relatable (although the advertising will push them to the limit), potentially giving the brand the opportunity to own the language
(similar to how hoover or Google became verbs). The campaign could run forever – Murphy’s Law ensures never-ending material – while the copy execution can hijack any news within minutes. But where does that leave the CSR? The self-promoter’s paradox explains that consumers are sceptical of overly positive CSR advertising claims (Pomering and Johnson, 2009). Therefore, we needed to find a covert way to advertise Lavazza’s sustainability efforts. The advertising will draw the consumer towards the brand’s website where they will be able to create their own Lavazza moments, therefore engaging with the campaign and the brand. They will also be guided towards other pages where they can find all the information regarding CSR.
visual-led campaign
copy-led campaign
