Turin, April 30, 2020 - A new world is waiting for us on the horizon, ready to welcome in a rediscovered humanity that looks to the future with a positivity, redefining the relationship between individual and community.


This is Lavazza’s narrative approach in the new global communication campaign created by advertising agency Armando Testa, in which the brand promotes the new values rediscovered by Lavazza and expressed to perfection by Charlie Chaplin in his renowned Message to Humanity from the 1940 film “The Great Dictator”, which is still relevant after eighty years. (© Copyright Roy Export S.A.S)


We want to speak to people’s hearts with a positive message from the past.” Said Carlo Colpo, Group Marketing Communication Director and Brand Home Director at Lavazza. “Lavazza takes a stand and chooses to go beyond the role assigned to brand communication, making a powerful appeal to reawaken individual sensibilities. This is the good morning ushered in by a “new humanity”, for which progress, sustainability and tolerance are the foundations of our next renaissance.”


This new campaign writes an important chapter in Lavazza’s communication, with powerful content, a striking creative approach and a contemporary language that promotes the universal values which form an integral part of the brand’s vision.


#TheNewHumanity is the concept that from now on will inspire multiple Lavazza projects, including the new 2021 Calendar, working in a direction that is consistent and integrated with the brand’s communication.


The soundtrack for the campaign, which also features historic images by Steve McCurry, Dennis Stock and Jérôme Sessini from Magnum Photos, is “Rain, in your black eyes” by the late Ezio Bosso, an Italian musical talent.


Executive creative director Michele Mariani worked on the campaign for Armando Testa with creative directors Andrea Lantelme (art) and Federico Bonenti (copy). The Production Company is Movie Magic International. Production advisoring & Licenses management: The Producer International.