Lavazza celebrates the Italian victory at the US Open, with Armando Testa

Lavazza was the partner of the US Tennis Open for the first time this year, becoming the official coffee. Such an event could not have been better celebrated than with the extraordinary all-Italian ladies’ final, between Flavia Pennetta and Roberta Vinci. Their match attracted attention from worldwide media, not only Italian.

To commemorate such a historical feat, where Lavazza was supporting the two amazing athletes, we created an ad to celebrate the highest point ever reached in Italian tennis. The ad was decided upon on Friday evening, when it was clear who was in the final, after the unexpected victories of Pennetta against Halep and Vinci against Serena Williams. A whole page ad appeared in main dailies between Sunday morning and Monday. Lavazza undertook a series of initiatives on all social networks at the same time.

Executive creative direction from Michele Mariani, creative director Andrea Lantelme, copywriter Federico Bonenti.