To reinforce Lavazza's leadership around his brand positioning “real Italian espresso experience”.
Maintaining the direction undertaken by “The Italian Experience, il format”, create a consumer engagement project to gather the wider international community about Italian excellence in four fields: Food & Wine, Lifestyle & Passions, Art & Culture, Fashion & Design.
Italian Experience becomes a real social network that collects stories such as articles, galleries, pictures and videos, in order to show the most hidden and unexpected “italianità”.
Up for grabs 4 prizes for the 4 best contributes, one for each category.
An important occasion to enhance and cultivate their talent: a tour to discover the best Italian chefs (Food & Wine), a photography workshop in Tuscany or the Umbria Jazz Festival (Art & Culture), an itinerant sailing course between Sardinia and Corsica or an adventurous week in the mountains (Lifestyle & Passions), an intensive course at NABA in Milan (Fashion & Design).
A community about Italian excellence in four fields: Food & Wine, Lifestyle & Passions, Art & Culture, Fashion & Design.