"Focus Creative has a deep understanding of café culture, and that knowledge was invaluable in the creative process."
Focus Creative has launched a global campaign for coffee brand De'Longhi's La Specialista Touch after winning a competitive pitch.
The campaign features a 15 and 30-second video, as well as out-of-home, digital, POS and social assets.
The creative concept, internally referred to as the Confidence Campaign, centres on the empowerment La Specialista Touch gives its users.
The campaign, designed for coffee enthusiasts eager to elevate their home barista experience, follows the user's journey through each of the five essential stages of coffee craft—grinding, tamping, brewing, frothing and enjoying.
Focus Creative founder Carlos Jonmundsson said campaigns like this pose all kinds of enjoyable challenges.
"Apart from the need to engage stakeholders from all parts of the world, we also needed to tell an authentic story that resonated with coffee drinkers who want to express themselves but might feel intimidated by the process," Jonmundsson said.
De'Longhi brand specialist Giulia Ortolan said Australia is a global leader in coffee trends, so it made sense to develop this campaign in a region where the next wave of coffee is being created.
"Focus Creative has a deep understanding of café culture, and that knowledge was invaluable in the creative process," Ortolan said.
The campaign is the latest in a series of collaborations between De'Longhi HQ in Italy and Focus Creative which aims to reflect the premium nature of La Specialista Touch and the artistry involved in home crafting.
The creative execution brought together some of the most talented professionals across branding, strategy, design, production, and content creation. The collaboration extended beyond traditional media to include a social media strategy, allowing coffee lovers to interact with the campaign.
Credits:
Client: De’Longhi HQ
Brand Specialist - Coffee: Giulia Ortolan
Global Brand Manager - De'Longhi Coffee: Valentina Bonutto
Agency: Focus Creative
Lead strategist: Carlos Jonmundsson
Creative Director: Tanya Ilinkovski
Design: Alex Ferguson-Kang
Account Manager / Strategic Support: Vanessa Nappa
Video and Photography Production Agency: Chee Productions
Executive Producer: Matt Chee
Producer: Bec Deasy
Director: Chester Buchanan
Photography: Andy Lewis
Product Demonstration Production: Andy Lewis
Social Media Assets: Monday Made, UpStairs Creative Studios
Video Director: Daniel Karjadi
Styling: Tori Annesley
