COMMUNICATIONS HISTORY

Bold ideas for innovative communications; Lavazza has always been a trail blazer, representing modernity, Italian flair and positive perceptions. Through ever-changing forms of artistic expression, its innovative style reinterprets the universal fascination with Italian espresso.

2009
Coffee Roots Photography Exhibition
During 2009, Lavazza celebrated its renewed commitment to cultural and environmental sustainability by drawing on the services of a famous partner. Steve McCurry, a great master of modern photography, gave a voice, shape and colour to this commitment with 3 exclusive shots put on display at his personal exhibition at the Palazzo Reale in Milan. 

 
“A Modo Mio Coffee with Forattini”
The art of coffee is the art of the drinker. This is why the A Modo Mio espresso machine from Lavazza gives free rein to anyone who wants to give it a new “outfit”. Last year, Giorgio Forattini, a famous international cartoonist, was one of the artists who accepted the challenge, producing eight splendid vignettes for eight “A Modo Mio” stickers that were exhibited on 2 July 2009 at the Palazzo Reale, Milan.

 
LavazzaDesignParadiso
Milan, city of design, meets Turin, city of coffee.
The result? Lavazza Design Paradiso, an event hosted at the 2009 Fuori Salone, in which 10 talented Italian designers interpreted the icons of Lavazza’s “Paradise”: a fitting tribute to one of Italy’s longest-running TV ad campaigns.

2010
Coffee Design
Lavazza loves to be creative, especially when it comes to gastronomy. That’s why the company chose Identità Golose 2009 as the occasion to present Espoon, the perforated spoon designed by chef Davide Oldani and brought to life by the Lavazza Training Centre. This incredibly simple yet effective utensil has been designed especially to stir in sugar without dispersing the heat of the coffee, and keeping the crema intact. For the true connoisseur.

15 years in Heaven
2010 was a special year for Lavazza and its Italian “voice”. The “Paradiso” campaign, now a firm favourite with Italy’s coffee drinkers, has celebrated its 15th anniversary.
The 60 episodes featuring outstanding celebrities including Tullio Solenghi, Paolo Bonolis and Luca Laurenti have transformed this series of commercials into a real TV “experience”. According to Giuseppe Lavazza, Vice President of the Lavazza Group, “The Lavazza Paradiso is more than a campaign: It’s a concept that is dear to all of us, a key part of our brand image.”

2010 Lavazza Calendar
The 2010 Lavazza Calendar was the result of a collaboration with the great British photographer Miles Aldridge, with the artistic direction by Armando Testa. The calendar features seven shots with great aesthetic and technical merit, that underline Lavazza’s intimate relationship with the world of art and Italianess. 
Va’ Pensiero, Guarda che Luna, ‘O Sole Mio, Con Te Partirò, Baciami Piccina and Nessun Dorma:
the 6 songs interpreted by Aldridge all symbolise the Italian way of life, the musicality and appreciation for beauty that is recognised worldwide.