Title	COFFEE DEFENDERS: A PATH FROM COCA TO COFFEE
Brand	LAVAZZA
Product/Service	CORPORATE
Category	I07. Corporate Purpose & Social Responsibility
Entrant	WE ARE SOCIAL Milan, ITALY
Idea Creation	WE ARE SOCIAL Milan, ITALY
Production	OCHURUS! Bogotá, COLOMBIA

Name	Company	Position
Alessandro Sciarpelletti	We Are Social	Executive Creative Director
Daniele Piazza	We Are Social	Executive Creative Director
Paulo Cesar Gonzalez Barrios	We Are Social	Associate Creative Director
Mattia Lacchini	We Are Social	Associate Creative Director
Miguel Lima	We Are Social	Group Account Director
Paola Tonetti	We Are Social	Account Director
Camilla Beghi	We Are Social	Account Executive
Camilla Beghi	We Are Social	Account Executive
Camilla Beghi	We Are Social	Account Executive
Luigi Muraro	We Are Social	Art Director
Giusseppe Schiavone	We Are Social	Senior Editor
Alisha Merkle	We Are Social	Writer
Alessandra Novarini	We Are Social	Writer
Ilaria Marittimo	We Are Social	Writer
Andrea Grieco	We Are Social	Content Specialist
Giulia Camera	We Are Social	Agency Producer
Dario Seppe	We Are Social	Content Specialist

Background

Lavazza is one of the top global coffee brands. The brief was very clear: To communicate the brand's commitment on different social areas: sustainability, helping coffee growers in developing countries and women empowerment.

Describe the strategy

The strategy was to convey the brand's message in a new way and through an unexpected media. We found that Amazon Prime Video is a media that grows every day in the Lavazza's main markets: (Italy, UK, USA, Germany). At the same time we found a powerful story of one of the farmers working in the coffee fields of Colombia: Johana, and we thought that her story had the potential to become a documentary. We looked for a local director known globally in the cinema world and we found Oscar Ruiz Navia and we gave him the freedom to develop Johana's story in a cinematic and non-commercial way. This meant that for the first time it was our target looking for us and not us looking for our target.

Describe the execution

“Coffee Defenders: A Path from Coca to Coffee” is a docufilm that highlights the journey of Johana, a Colombian coffee farmer, and Alexandra, an award-winning reporter, as they make their way from Colombia to Costa Rica. Together, they bring one of Johana’s coffee seedlings to one of the most important coffee collections in the world, where it will live forever as a symbol of rebirth on behalf of her entire region. The film was launched June 5 on Amazon Prime Video, available in the UK, the USA, Italy and Germany, later distributed in more than 25 Lavazza country markets. With the documentary, Lavazza demonstrates its commitment to social good in a new way, turning institutional communication into entertainment for a larger audience.

List the results

140 M Reach. 92% Positive Sentiment. 197,000 hours streamed and counting.

Please tell us how the brand purpose inspired the work

The Giuseppe and Pericle Lavazza Onlus Foundation, founded in 2004, promotes and implements economic, social and environmental sustainability. The Foundation helps coffee producers globally improve the yield and quality of their products through agricultural best practices and entrepreneurial skill development. Together with Carcafè, Lavazza helps 100 local farmers, like Johana, in Meta, Colombia rebuild their lives through sustainable coffee production after the peace agreement.