De’Longhi brews up global campaign, via Focus Creative
Focus Creative and De’Longhi have released a global campaign for the latter’s La Specialista Touch machine to help everyday people become master baristas.
The platform — internally known as the ‘confidence campaign’ — was developed to showcase how La Specialista Touch can simplify the coffee-making process and empower its uses.
It uses a 41-second film that sees a La Specialista Touch machine taking its user through all five stages of coffee-making, covering “grinding, tamping, brewing, frothing and enjoying”.
The Confidence Campaign required global collaboration with experts in content creation, design, branding, production and strategy, to ensure that its messaging, script and visuals were localised and relevant for their intended audiences across the world.
Focus Creative’s founder Carlos Jonmundsson spoke on this, saying: “Campaigns like this pose all kinds of enjoyable challenges.
“Apart from the need to engage stakeholders from all parts of the world, we also needed to tell an authentic story that resonated with coffee drinkers who want to express themselves but might feel intimidated by the process.”
De’Longhi brand specialist Giulia Ortolan revealed that Australians’ penchant for a cup of coffee made Australia a vital market for the campaign to run in.
“Australia is a global leader in coffee trends, so it made sense to develop this campaign in a region where the next wave of coffee is being created,” Ortolan said.
She also commented on Focus Creative’s involvement with the work, praising the agency for its cafe knowledge and creativity.
“Focus Creative has a deep understanding of café culture, and that knowledge was invaluable in the creative process,” finished Ortolan.
Apart from its films, the campaign’s work covers social, digital, POS and out-of-home (OOH) materials.
Credits
Client: De’Longhi HQ
Brand Specialist – Coffee: Giulia Ortolan
Global Brand Manager – De’Longhi Coffee: Valentina Bonutto
Agency: Focus Creative
Lead strategist: Carlos Jonmundsson
Creative Director: Tanya Ilinkovski
Design: Alex Ferguson-Kang
Account Manager / Strategic Support: Vanessa Nappa
Video and Photography Production Agency: Chee Productions
Executive Producer: Matt Chee
Producer: Bec Deasy
Director: Chester Buchanan
Photography: Andy Lewis
Product Demonstration Production: Andy Lewis
Social Media Assets: Monday Made, UpStairs Creative Studios
Video Director: Daniel Karjadi
Styling: Tori Annesley
Keep up to date with the latest in media and marketing
Got a tip?
Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
Linkedin
topics
Carlos Jonmundsson
De’Longhi
Focus Creative
Giulia Ortolan
Have your say