Lavazza, the leading Italian coffee company, has unveiled ¡Marte! For Another Planet: the brand-new coffee product hat grows on Mars. It doesn’t exist yet, but its name plays on Lavazza’s product range called ¡Tierra! as a fun feature to raise awareness about the importance of taking care of our planet. The Earth Day stunt includes a video presenting the product with the aim of highlighting Lavazza’s commitment to teaching coffee producers how to breed coffee through sustainable farming practices and protect the only planet on which it grows: the Earth.
The digital activation takes viewers on a journey to Mars and features red beans that look as if they could have been grown in a Martian environment. Just when you think that ¡Marte! could be real, the video reveals that it’s not yet possible. The new campaign, through suspense and irony, reaffirms that Lavazza supports coffee farmers by fostering good agricultural practices to counter the effects of climate change, so that hopefully they won’t have to grow coffee on Mars any time soon.
Credits
PUBLICIS ITALY/Le Pub
Global CEO Le Pub, Global CCO Publicis Worldwide, CCO Publicis Groupe Italy: Bruno Bertelli
Chief Creative Officer: Cristiana Boccassini
Chief Creative Officer: Francesco Poletti
Executive Creative Director: Domenico Manno
Creative Director: Nicoletta Zanterino
Creative Director: Cinzia Caccia
Sr. Art Director: Santi Urso
Sr. Copywriter: Christopher Penman
Global Head of Content & Social: Valentina Salaro
Senior Content Manager: Vincenzo Di Carlo
Client Service Director: Alessandra Sabbione
Account Director: Mariona Valls Setó
Head of Production: Anna Sica
Producer: Chiara Agresta
Senior Strategic Planner: Alex Moore
Production
Production Company: 360FX Table Top Studio
Director: Andrea Marini
DOP: Emanuele Zarlenga
Executive Producer: Antonella Scoliero
Producer: Gabriele Giudici
Producer: Monica Zobbi
Editor: Giulia Peruzzotti
Color: Orash Rahnema
Post Production: Iggy Post
Music: Daniele De Virgilio
Post Production Audio: Operà Music
Production Advisor
The Producer International
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