LAVAZZA A MODO MIO VOICY

TitleLAVAZZA A MODO MIO VOICY
BrandLAVAZZA
Product/ServiceLAVAZZA 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
Name Company Position
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.