On the occasion of International Coffee Day (October 1st), ILLY created an experience in Milan dedicated to the awareness campaign “Mind The Coffee Cup.” The concept, developed by the creative agency IPG Coffee Table, focused on the virtuous practice of regenerative agriculture, which not only preserves coffee but also the ecosystem and the communities that produce it, aiming to raise consumer awareness about the need to develop sustainable agronomic and social models.
The project was developed through an all-round experience, conceived by EssenceMediacom Italy in collaboration with IGPDecaux, with the purpose of engaging citizens and tourists from Milan in their daily lives.
It all started at the Civic newsstand on Corso Matteotti, transformed into a special pop-up store for regenerative agriculture. Through the magazine “MindTheCoffeeCup”, people had the opportunity to inform about the risks that climate change involves into the coffee production and its potential solutions.
Additionally, visitors could taste for free the first coffee created 100% from certified Regenagri, the illy Arabica Selection from Brazil's Cerrado Mineiro, and discover the secrets of this sustainable agricultural practice from the hosts present. For those interested, it was also possible to purchase coffee.
The journey continued in the San Babila metro station, which offered a high-impact immersive experience through a “Station Domination” carried out in collaboration with IGPDecaux’s Brand Solutions, fully “Illy” branded.
As prime transit, the station was transformed into an informational path that gradually revealed the sustainability of coffee.
Going into the 'depths', travelers were guided through a storytelling which told the real risks that coffee production will face over the next 30 years due to climate change.
The Out-of-Home amplification, which also involved the “Sirietto” trams, further spread Illycaffè’s sustainability message to a wider audience, ensuring an even more impactful distribution of the message. This integrated multichannel communication strategy successfully created an immersive experience for a memorable and engaging consumer activation and with a brand activation at strategically high-traffic points.
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