2018 Print & Outdoor Craft

DIET STARTS TOMORROW

ClientLAVAZZA
Category A01. Art Direction
TitleDIET STARTS TOMORROW
Product/ServiceTINY
Entrant LAVAZZA Turin, ITALY
Idea Creation WE ARE SOCIAL Milan, ITALY
Credits
Name Company Position
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.