Lavazza’s “Good Morning Humanity” campaign marks an important chapter for the brand. Featuring the famous Charlie Chaplin’s “Speech to Humanity” from the movie “The Great Dictator” of 1940, Lavazza wants to advocate a “new humanity”, promoting universal values integrated into the brand vision itself. Adopting a high-impact creative approach and the contemporary language of Charlie Chaplin’s speech, Lavazza’s campaign, aired during the lockdown period, calls upon an awakening of individual sensitivity, a new renascence founded on progress, tolerance and sustainability.
The campaign video features historical images made by Steve McCurry, Dennis Stock and Jérôme Sessini of the Magnum Photos agency, and is set against the tones of “Rain, in Your Black Eyes” by Italian musical legend Ezio Bosso.
Production House: Movie Magic International
Director: Ago Panini