The goal of this project was to narrate the origin of espresso and its link with Lavazza and the city of Turin. Moreover, its aim was to strenghten the Lavazza Brand equity on the dimension of the expertise and become the unmatched Master of the Italian Espresso: this was possible creating awareness and consideration on Lavazza as the most valuable player of the Espresso Culture. With this narrative, Lavazza wanted to create an outstanding storytelling, not ​through an ordinary educational series: the strategy was to use a modern and also ironic narrative. Objective of the narration was also to communicate the fundamental places of espresso history: the Caffè San Carlo in Piazza San Carlo; the Restaurant San Tommaso, where the founder Luigi Lavazza opened a grocery store where the first coffee blends were created; the Ligure hotel, where Angelo Moriondo for the first time used in public his espresso machine.

In "A Night in Turin" two fortuitous encounters change the lives of two perfect strangers: Paolo and Viola are two young people struggling with deadlines and work problems and they jump into two characters of the past: Luigi Lavazza and Angelo Moriondo. In the engaging narration of their past and inventions, without initially revealing their identity, Luigi and Angelo take them on a journey into the city of Turin to let them know the places that represent the history of espresso, pushing them to "get out of the ordinary" and achieve their goals. From the contrast between the wisdom of the two famous ciceroni and the and the wonder of Paolo and Viola, comes out a light and fun storytelling.

This story is for the most advanced coffee consumers, interested in its origins, in particular the one of espresso and its link with Turin. The strategy of the brand was to create a modern and ironic narration telling the story of two perfect strangers, Paolo and Viola, interpreted by the italian actors Matteo Paolillo and Paola Buratto, struggling with their jobs. Moreover, with the presence of the ironic narrator, the italian influencer and content creator Valeria Angione, it was possible to break the "fourth wall" during the narration. Overall, the Community building was created thanks to the communities of Lavazza itself, the Sky one and the ones of the talents.

- 2.4 million TV viewers on Sky Cinema, Sky Uno, Sky Arte, Sky Investigation, Sky Atlantic, Sky Serie, TV8;

- 21.8 million gross advertising contacts;

- 14.4 million impressions;

- 2.8 million views;

- average engagement rate 0.5%.