2010 LAVAZZA CALENDAR: THE REAL ITALIAN ESPRESSO EXPERIENCE by Armando Testa Turin for Lavazza

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2010 LAVAZZA CALENDAR: THE REAL ITALIAN ESPRESSO EXPERIENCE

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Industry Coffee, Tea, Breakfast Drinks
Media Design & Branding
Market Italy
Agency Armando Testa Turin
Executive Creative Director Michele Mariani-Maurizuo Sala
Art Director Andrea Lantelme
Copywriter Michele Pieri
Photographer Miles Aldridge
Released October 2009

Credits & Description

Category: Calendars
Advertiser: LUIGI LAVAZZA
Product/Service: ESPRESSO COFFEE
Agency: ARMANDO TESTA
Date of First Appearance: Oct 15 2009 12:00AM
Entrant Company: ARMANDO TESTA, Turin, ITALY
Executive Creative Director: Michele Mariani (Armando Testa S.p.A.)
Art Director: Andrea Lantelme (Armando Testa S.p.A.)
Copywriter: Michele Pieri (Armando Testa S.p.A.)
Management Director: Giacomo Boggetto (Armando Testa S.p.A.)
Client Director: Nicola Crivelli (Armando Testa S.p.A.)
Photographer: Miles Aldridge
Media placement: Calendar - Gift To Client And Vip In General - 15 October 2009

Describe the challenges and key objectives
Having reached the eighteenth edition, the objective is to make the pairing of coffee and the theme chosen for each year ever more surprising. The real challenge lies in maintaining the highest artistic standards of the calendar, which in recent years has been created by some of the most important photographers in modern history.

Describe the brief from the client
Lavazza is the major Italian producer of coffee and is present in more than eighty countries abroad. For years the Lavazza name and its products have been associated with the very best of Italian culture. The calendar fulfils this role to the maximum: it publicises the art of coffee, treating it like an object of art.

Describe how you arrived at the final design
Coffee is a small everyday pleasure, something that puts you in a good mood, just like humming a popular tune. The great tradition of Italian music has become the symbol and the backdrop for the 2010 calendar, which has been interpreted in a modern key through the lens of Miles Aldridge.

Give some indication of how successful the outcome was in the market
The calendar represents an excellent PR tool for the Lavazza brand. It generates thousands of articles every year, particularly just after the launch event which is celebrated in a different country each year. In order to boost the importance of the project, a CD featuring Nessun Dorma has been included with the calendar. This is the most famous of Italian 'romanza' and this special version was recorded for the event by Anthony from Anthony and the Johnsons.