LAVAZZA
CALENDAR MUSICA ITALIANA

ORIGINAL MUSIC CONTENT BOOSTS A LAVAZZA CALENDAR CAMPAIGN AND ENGAGES CULTURAL TASTEMAKERS GLOBALLY.

BRIEF
To enrich Lavazza’s annual “Italian Music Classics” calendar with a music story to increase PR cut-through.

RESPONSE
We invited chamber pop pioneer Antony Hegarty (of the Mercury Price-winning group Antony and the Johnsons) to record an exclusive version of Puccini’s aria “Nessun Dorma” with the Rome Sinfonietta Orchestra. A CD was bundled with each Lavazza calendar and the live recording was also used for digital promotion and a social media campaign.

RESULTS

The exclusive music content and the entire campaign received premium coverage and opinion-leading media and online portals celebrated Lavazza for the sophisticated extravaganza with over 65m impressions.