Lavazza is one of the top global coffee brands.

The brief was very clear: To communicate the brand's commitment on different social areas: sustainability, helping coffee growers in developing countries and women empowerment.

After more than 50 years of conflict, on September 26, 2016, the Colombian Government and Revolutionary Armed Forces of Colombia finally signed a peace agreement.

The peace agreement sparked a process of rebirth throughout the country.

A symbol of change is witnessed in the department of Meta, where farmers formerly forced to grow coca are now restoring their original plantations of coffee with the help of Lavazza.

“Coffee Defenders: A Path from Coca to Coffee” is a docufilm that highlights the journey of Johana, a Colombian coffee farmer, and Alexandra, an award-winning reporter, as they make their way from Colombia to Costa Rica.

Together, they bring one of Johana’s coffee seedlings to one of the most important coffee collections in the world, where it will live forever as a symbol of rebirth on behalf of her entire region.

The strategy was to convey the brand's message in a new way and through an unexpected media. We found that Amazon Prime Video is a media that grows every day in the Lavazza's main markets: (Italy, UK, USA, Germany). At the same time we found a powerful story of one of the farmers working in the coffee fields of Colombia: Johana, and we thought that her story had the potential to become a documentary. We looked for a local director known globally in the cinema world and we found Oscar Ruiz Navia and we gave him the freedom to develop Johana's story in a cinematic and non-commercial way. This meant that for the first time it was our target looking for us and not us looking for our target.

The film (a 30 minutes length documentary) was launched June 5 on Amazon Prime Video, available in the UK, the USA, Italy and Germany.

140 M Reach.

92% Positive Sentiment.

197,000 hours streamed and counting.