More Than Italian: VMLY&R for Lavazza

Francesco Poletti
Executive Creative Director VMLY&R ITALIA
 

Tell us about your role in the creation of this work.

I was in charge of this project as Executive Creative Director, which means I had the responsibility of the final output. Basically, my role is pushing things, in our industry we need to make things happen in a relevant way, and this is what I try to do in every project.

Give us an overview of the campaign, what is it about?

Lavazza is one of the most famous coffee brands in the world. It’s an Italian brand, with a great reputation and an undeniable legacy. The campaign aims to set Lavazza as the most complete coffee producer in the world, with a huge variety of blends and preparations.

Tell us about the details of the creative brief, what was required?

Lavazza is a well-known brand, and the espresso is the most famous Italian preparation. Often these two topics are linked: Italian means espresso.

Our task was to show how Lavazza is more than this. As a matter of fact, its range can satisfy the tastes of all countries according to any consumer’s request, beyond the espresso.

Why was this idea chosen?  

Because it clearly delivers the message in an entertaining way. The campaign shows the complete range of blends and preparations, in a fun and unexpected way.

What was the greatest challenge that you and your team faced during development.

The challenge was meeting the high expectations of this project. We were asked for a premium, international, entertaining,  and memorable campaign. So, we immediately decided to involve a multi-awarded director, Mr. Ali Ali. Together with him we set the bar higher, we created new scenes and situations, using the original script as a draft. Having an inspired client by our side, led to the result we were expecting. Maybe even beyond.

What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?

More than just enjoying the final output, I feel proud of the work VMLY&R Italy delivered: an international, glamourous project that can compete in the global market. My aim is to underline how, from Milan, we can create work with international flare and high quality, especially when the client is pushing in the same direction.  

Where do you see this campaign going in the future?

This is my first step in the Lavazza world. I think that together we can achieve even more in the future, setting this campaign as a benchmark.