Title | DIET STARTS TOMORROW |
Brand | LAVAZZA |
Product/Service | TINY |
Category |
A01. Art Direction |
Entrant
|
LAVAZZA Turin, ITALY
|
Idea Creation
|
WE ARE SOCIAL Milan, ITALY
|
Credits
Alessandro Sciarpelletti |
We Are Social |
Creative Director |
Daniele Piazza |
We Are Social |
Creative Production Director |
Paulo Gonzalez |
We Are Social |
Associate Creative Director |
Miguel Lima |
We Are Social |
Account Director |
Gabriele Caeti |
We Are Social |
Creative Director |
Paola Tonetti |
We Are Social |
Senior Account Manager |
Stefano Fraone |
We Are Social |
Senior Art Director |
Mattia Lacchini |
We Are Social |
Art Director Supervisor |
Marco Bertolleti |
We Are Social |
Art Director |
Donatella Fico |
We Are Social |
Account Executive |
Gennaro Borelli |
We Are Social |
Creative |
Cultural/Context information for the jury
BRIEF
Create awareness around the launch of the new Tiny, the Lavazza coffee machine for young people with a simple, compact and colorful design.
STARTING POINT
The world has changed and even the ways of having breakfast have changed.
Yet, the reference models remain traditional and stereotypical. Especially in advertising.
Breakfast is still commonly represented with a "happy family" gathered around the table.
IDEA
LAVAZZA "UNUSUAL BREAKFASTS"
To communicate the irreverent, pop and spontaneous spirit of Tiny, we decided to break the rules by showing the "new normal" of young people, presented through their "Unusual Breakfasts."
EXECUTION
In partnership with "Toiletpaper" we paid homage to the Pop-Art style with saturated and brilliant colors, sharp color contrasts and hyper-defined outlines. The shots, realized by photographer Pierpaolo Ferrari,
The campaign was launched at Milan Design Week, with a temporary Lavazza + Toilet Paper store) and to engage a young and creative target.