Lavazza ‘Coffee Defenders’ FMCG Lavazza Italy
The Brief
Lavazza wanted to communicate their commitment to sustainability, supporting coffee growers in developing countries, and women empowerment.
The IDEA
“Coffee Defenders: A Path from Coca to Coffee” is a docufilm that highlights the journey of Johana, a Colombian coffee farmer, and Alexandra, an award-winning reporter, as they make their way from Colombia to Costa Rica.
Together, they bring one of Johana’s coffee seedlings to one of the most important coffee collections in the world, where it will live forever as a symbol of rebirth on behalf of her entire region.
The film, a 30 minute long documentary directed by Oscar Ruiz Navia, one of the best-known voices in contemporary Colombian cinema, was launched on World Environment Day (June 5th) on Amazon Prime Video, available in the UK, the USA, Italy and Germany.
With this documentary, Lavazza demonstrates its commitment to social good in a new way, turning institutional communication into entertainment for a larger audience.
RESULTS
Engaging the audience
The docufilm reached 140 million people and was watched for almost 200 thousand hours
Overwhelming love
The initiative drove 98% positive sentiment
Driving business impact
The initiative generated a +4.1% customer purchase intent
AS SEEN IN THE MEDIA
Daily Coffee News, 3 Jun 2020
Lavazza-Made Documentary ‘Coffee Defenders’ to Begin Streaming This Week
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Rolling Stones, 3 Jun 2020
‘Coffee Defenders, a Path from Coca to Coffee’, guarda il trailer del primo docu-film di Lavazza
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Creative Moment, 3 Jun 2020
Lavazza’s docufilm shows how land previously used for illegal crops from the Colombian government has been converted into a coffee plantation
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Vanity Fair, 3 Jun 2020
Dalla cocaina al caffè: cosa vuol dire lavorare con un fucile puntato alla testa prima di tornare a essere liberi
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