Lavazza have launched a new campaign featuring renowned fashion photographer Annie Leibovitz.

The shots by Annie Leibovitz for Lavazza will adorn walls in Europe’s cities and airports. Leibovitz interpreted Italian style, a concept with great universal appeal.

In mid-October 2008, the coordinated press and poster campaign designed by Annie Leibovitz launched in 15 countries. The new campaign consists of a calendar titled The Italian Espresso Experience.

The images below are Il cinema, Lupa and Il genio. In certain countries, Il genio will be used to promote Lavazza’s new espresso system, A Modo Mio. Meanwhile, a 30” and 20” TV commercial based on the picture Il Cinema will be broadcast in six countries (the UK, Ireland, Romania, Poland, Bulgaria and Australia).

The visuals will be enhanced by the pay-off, The Italian Espresso Experience – the calendar title – which underlines not only the Lavazza tradition and its sense of belonging, but also its drive towards innovation and internationality, revealed by the attention focused on the espresso
itual” of which Lavazza is the standard-bearer.

The advertising and calendar campaigns were designed and developed by the advertising agency Armando Testa, led by art director Michele Mariani.