COFFEE DEFENDERS: A PATH FROM COCA TO COFFEE

TitleCOFFEE DEFENDERS: A PATH FROM COCA TO COFFEE
BrandLAVAZZA
Product/ServiceCORPORATE
Category D01. Use of Brand or Product Integration into a Programme or Platform
Entrant WE ARE SOCIAL Milan, ITALY
Idea Creation WE ARE SOCIAL Milan, ITALY
Production OCHURUS! Bogotá, COLOMBIA
Credits
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

Why is this work relevant for Media?

Lavazza is one of the top global coffee brands. The brief was very clear: To communicate to people the brand's commitment on different social areas: sustainability, helping coffee growers in developing countries and women empowerment. Coffee Defenders: A Path from Coca to Coffee tells all these three things in a new way, offering to the target entertainment instead of the classic institutional communication, through an important media in the field of entertainment: Amazon Prime Video.

Background

After more than 50 years of conflict, on September 26, 2016, the Colombian Government and Revolutionary Armed Forces of Colombia finally signed a peace agreement. The peace agreement sparked a process of rebirth throughout the country. A symbol of change is witnessed in the department of Meta, where farmers formerly forced to grow coca are now restoring their original plantations of coffee with the help of Lavazza.

Describe the creative idea / insights (30% of vote)

“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.

Describe the strategy (20% of vote)

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 (20% of vote)

The film (a 30 minutes length documentary) was launched June 5 on Amazon Prime Video, available in the UK, the USA, Italy and Germany.

List the results (30% of vote)

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