| Title | #ImBack Integrated Campaign |
| Agency | Publicis Sapient |
| Campaign | #ImBack Integrated Campaign |
| Advertiser | Lavazza |
| Brand | Lavazza Coffee |
| Date of First Broadcast/Publication | 2017 / 10 |
| Business Sector | Beverages |
| Philosophy (original language) | In 1895, Luigi Lavazza invented espresso, changing the coffee industry forever. Over a century later, Andre Agassi created the same impact on tennis—changing the game with his inventive style and passionate play. So when Lavazza announced its sponsorship of the Grand Slam tournaments earlier this year, its partnership with Agassi was a match made in heaven. The challenge for Lavazza and Agassi: Coffee enthusiasts know that Lavazza is the coffee of and for the people. But Lavazza is not a brew you gulp down for a quick caffeine boost. Lavazza is meant to be savored. It is meant to be enjoyed. That’s because as Luigi used to say, “there’s more to taste.” Together, Lavazza and Agassi would bring this philosophy to life on a global stage to tennis fans and coffee enthusiasts alike. To demonstrate that “there’s more to taste,” we created an epic comeback story with a twist. We brought Andre Agassi back to the game of tennis. But he wasn’t back to play. He was back to give back. With every Lavazza coffee served, $1 went towards The Agassi Foundation to support underprivileged students. To spread word, we created teaser ads online and took over New York City’s Grand Central Station and Penn Station. Commuters in the Big Apple saw the silhouette of Agassi’s notorious 1980s look, complete with his neon pink headband, in the hallways, above the stairs and even on the neon pink subway seat wraps. On the first day of the US Open, 100 Agassi “clones” dressed like Andre to interact with fans. This all led up to the big, emotional “I’m Back” reveal video that was played at the stadium, followed by an appearance by Agassi himself. There he declared the real reason he returned…he was back to give back. |
| Result (original language) | When the video premiered, it launched our media coverage. The video had 500,000 YouTube views within the first 48 hours. By the end of the tournament we picked up over 56 million total impressions. 11.5 million were views on Facebook and YouTube. It was the third most viral video of the week. Media outlets everywhere were headlining about Agassi’s return. The comment sections were full of love for Lavazza simply for bringing back the “glory days.” Best of all, we showed the world that Lavazza having a legacy in every cup is proof that there is truly more to taste. |
| Media Type | Case Study |
| Length | |
| Client Services Manager | Steve Daraio |
| Associate Creative Director | Paul Amelchenko |
| Client Services Director | Alan Clisch |
| Senior Producer | Jose Acosta |
| Art Director | Stacey Groth |
| Copywriter | Ari Bazinsky |
| Associate Copywriter | Jonathan Fernandez |
| Art Director | Mario Gomez |
| Designer | Alejandro Mendoza |
| Designer | Sergio Gomez |
| Designer | Pamela Alegria |
| Print Producer | Christine Cafiero |
| Senior Editor | Alejandro Belmar |
| Editor Adobe After Affects | Luis Giron |
| Manager Interactive Developer | Alejandro Villanueva |
| Interactive Developer | Emilio Acebo |
| Sr. Manager Legal | Robert Conlon |
| Art Buyer | Alexandra Dalton |
| Producer and Project Manager | Stephie Wessmann |