| Title | ¡Marte! For Another Planet |
| Agency | Le Pub |
| Campaign | ¡Marte! For Another Planet |
| Advertiser | Lavazza |
| Brand | Lavazza |
| Date of First Broadcast/Publication | 2023 / 4 |
| Business Sector | Coffee, Tea, Chocolate Drinks, Breakfast Drinks |
| Philosophy | Lavazza, the leading Italian coffee company, has unveiled ¡Marte! For Another Planet: the brand-new coffee product hat grows on Mars. It doesn't exist yet, but its name plays on Lavazza’s product range called ¡Tierra! as a fun feature to raise awareness about the importance of taking care of our planet. The Earth Day stunt includes a video presenting the product with the aim of highlighting Lavazza's commitment to teaching coffee producers how to breed coffee through sustainable farming practices and protect the only planet on which it grows: the Earth. The digital activation takes viewers on a journey to Mars and features red beans that look as if they could have been grown in a Martian environment. Just when you think that ¡Marte! could be real, the video reveals that it’s not yet possible. The new campaign, through suspense and irony, reaffirms that Lavazza supports coffee farmers by fostering good agricultural practices to counter the effects of climate change, so that hopefully they won't have to grow coffee on Mars any time soon. |
| Media Type | Integrated Media/360 Activation |
| Length | |
| Global CEO/CCO | Bruno Bertelli |
| Chief Creative Officer | Cristiana Boccassini |
| Chief Creative Officer | Francesco Poletti |
| Executive Creative Director | Domenico Manno |
| Creative Director | Nicoletta Zanterino |
| Creative Director | Cinzia Caccia |
| Senior Art Director | Santi Urso |
| Senior Copywriter | Christopher Penman |
| Global Head of Content & Social | Valentina Salaro |
| Senior Content Manager | Vincenzo Di Carlo |
| Client Services Director | Alessandra Sabbione |
| Account Director | Mariona Valls Setó |
| Head of Production | Anna Sica |
| Agency Producer | Chiara Agresta |
| Senior Strategic Planner | Alex Moore |
| Production Company | 360FX Table Top Studio |
| Director | Andrea Marini |
| Director of Photography (DOP) | Emanuele Zarlenga |
| Executive Producer | Antonella Scoliero |
| Producer | Gabriele Giudici |
| Producer | Monica Zobbi |
| Editor | Giulia Peruzzotti |
| Colorist | Orash Rahnema |
| Post Production | Iggy Post |
| Music | Daniele De Virgilio |
| Audio Post Production | Operà Music |
| Production Advisor | The Producer International |
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