Lavazza - Buongiorno

Kick-off campaign graphically based on the "iconic swirl" directing from the packaging as the essence "passion" coming out from the coffee (the smoke out of the cup). It's a salute to a good day (buongiorno in Italian) in the most intimate and perfect moment in the morning when your day ‘officially’ begins.


On Monday November 18th, a new line of Lavazza’s Roast & Ground coffees hit the shelves of American and Canadian supermarkets. Crafted for the North American market by the legendary creators of “Italy’s favorite coffee”, the new campaign comes with a media plan, which includes videos, digital and print on major websites, magazines and newspapers.
With this campaign Lavazza introduces itself, as a brand of coffee makers, to the North American Market.


The campaign runned on newspapers and magazines in USA and Canada. It was geolocated on 5 different metropolitan areas: New York, Chicago, San Francisco, Toronto and Montreal.

The iconic visuals in the smoke, coming out of the package direction to form the iconic design, are interpreted by the Italian calligrapher and type-designer Luca Barcellona. 

From the aroma of the coffee the message takes the distinct shape that characterizes the package and then goes away introducing the new product. The video pre-roll was set geocalized on youtube for North American viewers. 

Geolocated banners.

Client: Luigi Lavazza s.p.a.
Advertising and Digital Marketing Manager: Maddalena Lembo
Agency: Alberto Baccari
Executive Creative Director: Alberto Baccari
Art Directors: Alberto Baccari, Andrea Castelletti
Copywriter (US): Robert Schulman
Copywriter (Canada): Elvire Cavalié
Graphic Designer: Andrea Castelletti
Brand Strategist: Susan Roy
Project Manager: Giuseppe Laneve
Lettering: Luca Barcellona
Photographer: Orlando Zambarbieri
Digital development: Digitas LBi
Production Company: Zero TableTop
Producer: Giuliana Lorenzini
Director: Paolo Gandola
Post production: Post Office Reloadaed 

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