Title | LAVAZZA A MODO MIO VOICY |
Brand | LAVAZZA |
Product/Service | LAVAZZA A MODO MIO |
Category |
A01. Direction |
Entrant
|
VMLY&R ITALY Milan, ITALY
|
Idea Creation
|
VMLY&R ITALY Milan, ITALY
|
Production
|
MOVIE MAGIC INTERNATIONAL Milan, ITALY
|
Credits
Francesco Poletti |
VMLY&R ITALY |
CCO |
Rafael Genu |
VMLY&R ITALY |
ECD - Copywriter |
Cristian Comand |
VMLY&R ITALY |
ECD - Art Director |
Francesco Sgritta |
VMLY&R ITALY |
Deputy Creative Director - Art |
Davide Labò |
VMLY&R ITALY |
Deputy Creative Director - Copywriter |
Teresa DiGioia |
VMLY&R ITALY |
Senior copywriter |
Veronica Pagani |
VMLY&R ITALY |
Client Lead |
Valeria Pedrazzini |
VMLY&R ITALY |
Group Account Director |
Sofia Storzini |
VMLY&R ITALY |
Account Director |
Costanza Angeletti |
VMLY&R ITALY |
International Coordinator |
Luigi Accordino |
VMLY&R ITALY |
Head of Strategy |
Alessandro Grossi |
VMLY&R ITALY |
Senior Strategy |
Sara Poltronieri |
VMLY&R ITALY |
Agency Producer |
Ali Ali |
Movie Magic International |
Director |
Annalisa DeMaria |
Movie Magic International |
Executive Producer |
Write a short summary of what happens in the film
Throughout a sequence of vignettes and using a light-hearted tone of voice the viewer is introduced to the first coffee machine with Amazon Alexa built-in. The film portraits different interactions with the machine as word-of-mouth spreads to showcase a variety of features and possibilities. All this to reinforce Lavazza A Modo Mio’s mission: bring the coffee bar experience to every household.
Cultural / Context information for the jury
“Alexa, make me an espresso!” Lavazza and Amazon partner up to create the first coffee machine with built-in Alexa technology. Yes, a real Alexa integrated to the coffee machine. The new Lavazza A Modo Mio Voicy offers different levels of personalization and all the voice assistance that is now part of every modern home. The film was first launched in Italy and this fall will go on air also in the United Kingdom.
Tell the jury anything relevant about the direction. Do not name the director.
The specific challenge proposed to the director of this film was how to put together a series of vignettes in order to have fluid transitions between them without losing the narrative. Most of the characters speak to the camera – or to the machine – and we had to guarantee the viewer would engage to the story without losing its fil rouge. Director’s contribution went even further, improving some of the scenes originally proposed and, in particular, adding a funny end to the final film.