Lavazza has long been committed to sustainability. This year, to solidify this even further, the brand introduced its first coffee capsules with zero CO2 impact. In fact, the CO2 emissions related to the whole life cycle of the product are totally balanced through different projects developed by Lavazza to manage the effects of climate change. The goal of the launch campaign was to reach as many people as possible, highlighting the sustainability of the product and the Italianity and the Mastery which are part of the brand DNA.

Problem: large communication operations entail a high environmental impact.

So how to launch this new sustainable product in an equally sustainable way?

We created the biggest outdoor campaign ever with the smallest impact. Four of the most famous squares in the world were recreated at a reduced scale and set up with only Lavazza’s billboards. In this way, we communicated the product with a much lower impact than that of a life-size activation, sending an important message of respect for our planet.

In collaboration with a series of professional miniaturists, Times Square (1:100), Piccadilly Circus, Piazza di Spagna and Pariser Platz (1:50) were carefully

redesigned in a reduced scale with Lavazza dominating their mini advertising spaces, starting from a 3D model and finally completed after two months of meticulous craftsmanship. Streets, sidewalks and building facades; urban, vehicle and building lighting; signpost and road markings. Everything was crafted down to the smallest detail, thanks to a careful selection of materials, to assure a perfect likeness whilst simultaneously communicating the Italian Mastery of the brand.

All of this led to a fantastic result in terms of design crafting and the set became the protagonist of a video and a series of other content published on YT and all Lavazza's Italian social channels, being picked up by the main Italian magazines and newspapers. The campaign ran from February 1st to February 28th, reaching more than 4 million views and 20 million impressions in the Italian market alone - many more than the brand could have achieved with a life-size outdoor campaign in Times Square or any other square in the world!