illy partners with Andrea Bocelli for marketing campaign
Coffee company illy, has partnered with tenor singer, Andrea Bocelli for its new advertising campaign, ‘LIVEHAPPilly’ in San Francisco, US.
Featuring Bocelli, illy’s global brand ambassador, the new advertising campaign in San Francisco “celebrates and illustrates a mutual belief that creating something unique, in every aspect, requires a daily, never-ending commitment to perfection; a commitment often invisible to all others that serves the ultimate goal of offering the world one’s best, always”.
“For illy, Andrea Bocelli represents a genuine ambassador who embodies our brand in every aspect, an artist who lives illy’s core values in his daily life,” said Massimiliano Pogliani, illycaffè CEO.
“There is hardly any place better to celebrate his art and our brand than in San Francisco, a place where a love of culture and an appreciation for the best life has to offer go hand in hand.”
Billboards featuring Bocelli will appear in the financial district, San Francisco International Airport and select BART stations this fall. A 60-second video available here tells the story of illy through values shared by artist and brand, paying tribute to Bocelli’s art and methodical professionalism.
The artist is shown in everyday life situations – behind the scenes and with the people dearest to him: his wife, his eldest son on piano, and his friend, the master flautist Andrea Griminelli. We see him at home, in the rehearsal room, at a restaurant, and walking the streets of New York en route to the Metropolitan Opera House, where the narrative intensifies with his arrival on the stage: the moment in which happiness is achieved upon sharing his art with the world (in this instance, with the opening notes of the aria “Mattinata” by Leoncavallo). Finally, the kinship with illy is revealed, with the words, “perfecting who we are is a never-ending story to offer the world our very best.”
Supporting videos featuring Mr. Bocelli, along with other notable individuals from the realms of art, music, design, cuisine and sustainability who embody illy brand values, in interviews revealing their inner thoughts about their passionate pursuit of innovation and continuous search for perfection, can be viewed on illy.com.
Director and photographer Vincent Peters led the campaign, in which the black-and-white imagery is accented only by “illy red” and the colors of illy products themselves.
The campaign is being supported through geo targeted mobile, digital and social media advertising across platforms including Spotify, Hulu, San Francisco Magazine, SF Gate, Yelp and SF Eater designed to build awareness and brand knowledge through videos that tell the brand’s story with a focus on quality, sustainability and beauty.
Additional initiatives include a sampling program featuring illy Ready to Drink coffee to entice coffee lovers to visit on of illy’s seven cafes within the city, in addition to a partnership with AFAR Magazine to showcase winners of its 2019 Photo Awards (co-sponsored by United Airlines Mileage Plus), and sponsorship of the upcoming SECA exhibit at SFMOMA.