illy launches new integrated “happiness” campaign in the US

illycaffè has introduced a new integrated global communication campaign in the United States, built around a compelling core premise and adapted for a wide variety of formats and digital channels.

The campaign, which debuted on 28 July, “Welcome on the Road to Happiness,” highlights the inclusive, shared and social value of the quest for happiness as a common heritage – in particular, the many who contribute to making a cup of coffee. Evoking the atmosphere around coffee’s long journey from cultivation to consumption, the campaign conveys the essence of the illy brand in its three pillars: product quality (Good), social and environmental sustainability (Goodness), and art and aesthetics (Beauty).

“Welcome on the Road to Happiness” explores a place where the skillful hands of growers, supported by illy’s green coffee experts, produce their best coffee beans in the most sustainable way; where illy coffee experts then select nine different varieties of the highest-quality Arabica coffee, and integrates them in perfect balance to achieve the unique illy blend; where baristas not only make coffee, but offer an extraordinary experience; and where artists contribute their distinct ideas of beauty, giving their finishing touch and providing universal access to their art, every day.

Michelangelo Pistoletto, one of the world’s greatest living artists who has worked with illy for over 20 years, is also contributing to the campaign to point out the inseparable relation between illy coffee, quality and art, and how the latter completes and enhances the rest.

The campaign portrays happiness as a circular path with memorable filming techniques that show a deeper meaning of indelible happiness: a daily quest that brings people together and comes to fruition in our social lives and actions of inclusion and mutual support. It comprises what is perhaps the greatest cultural lesson from the difficult time the world is going through: we are genuinely happy when others are happy too, not at the expense of other people. It translates to the campaign’s conception of happiness as a “circular path focusing on people,” where everyone can contribute to a world founded in care and respect for people and the environment. The new campaign also pays tribute to Trieste, Italy, where illycaffè was founded, featuring clips of its historic seaside location and unforgettable main square, Piazza Unità d’Italia.

“The campaign aims, first and foremost, to communicate what has been driving illy for more than three generations: the mission to offer the best coffee in the world and make people smile,” said Massimiliano Pogliani, CEO, illycaffè. “But there’s also a deeper meaning to this: implementing the great values of our time, as conceived by a company based on ethics, promoting shared wellbeing, and looking at the future with optimism and hope. There’s a common drive to build, also in daily life, a better world based on sustainability, transparency, and enhancing people value. These are the same values that have enabled us to become the first Italian coffee company to obtain the B Corp certification. ‘Welcome on the Road to Happiness’ is a journey from the bean to the cup, as well as the path of an authentic human spirit.”

The eclectic American director, writer, and artist André Stringer was selected to film the campaign. He built an image-based narrative that carries powerful messages about illy’s brand and identity.

“Coffee is associated with creativity; it’s an extraordinary ally in the creative effort conveying a sense of energy and vitality, excitement, and euphoria,” said Stringer. “Coffee is also a powerful symbol of social life and an incredible opportunity to connect.”

The campaign was conceived with IPG Coffee Table, the strategic-creative think tank of Interpublic Group and designed with its proprietary process, “Open Architecture,” which is based on the international selection of the best talents of the holding company to provide a customised response to meet the needs of global customers depending on their regions and markets.

The campaign includes different formats: the digital format on asset display, and the video formats of :60-, :30, and :15. The 60-second spot can be viewed here.

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