illy caffè needed to create an integrated communication campaign for its new positioning, based on italian heritage, excellence, and the uniqueness of the brand. The campaign had to be simple, clear, and highly understandable for the UK, USA, French, German, and Dutch markets, and it had to include the involvement of an ambassador.

For this reason, we decided to involve Andrea Bocelli, a symbol of excellence and uniqueness, but above all because his story perfectly aligned with the campaign's claim we had developed: "Perfecting who we are is a never-ending story, to offer the world the best of ourselves".

In addition to the ATL campaign (TV commercials, print, and billboards), we developed a digital video strategy campaign to increase audience’s engagement involving and interviewing various ambassadors (both italian and international) from different artistic fields. Their interviews were shared on illy website and social media channels.