Lavazza has long been committed to sustainability.
In 2022, to solidify this even further, the brand introduced its first coffee capsules with zero CO2 impact,
and the goal of the launch campaign, as always, was to reach as many people as possible.
The problem: large communication operations entail a high environmental impact.
In order to launch this new sustainable product in an equally sustainable way,
we created the biggest outdoor campaign ever, with the smallest impact.
In collaboration with a series of professional miniaturists,
we rebuilt four of the most famous squares in the world at a reduced scale:
Times Square (1:100), Piccadilly Circus, Piazza di Spagna and Pariser Platz (1:50)
were carefully recreated 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.
For once, Rome was built (almost) in a day.
Credits
Executive Creative Director: Alessandro Sciarpelletti
Executive Creative Production Director: Daniele Piazza
Creative Directors: Mattia Lacchini, Paulo Gonzalez
Creative Supervisor: Michele Vicari
Senior Art Director: Giulia di Filippo, Luciano Marchetti
Copywriter: Francesco Ravelli
Art Director: Luigi Muraro
Production Studio: Dadomani
Production Studio: Dadomani
