De'Longhi launches global campaign La Specialista Touch via Focus Creative
Giulia Ortolan: 'Focus Creative has a deep understanding of café culture, and that knowledge was invaluable in the creative process.'
De'Longhi has launched a new global campaign for La Specialista Touch, created with Sydney-based agency Focus Creative.
La Specialista Touch is designed for coffee enthusiasts eager to elevate their home barista experience abd the campaign follows the user's journey through each of the five essential stages of coffee craft—grinding, tamping, brewing, frothing and enjoying.
The agency developed 15- and 30-second videos, as well as out-of-home, digital, POS, and social assets.
https://vimeo.com/1058823517/bd71259be2?share=copy
"Campaigns like this pose all kinds of enjoyable challenges," Carlos Jonmundsson, founder of Focus Creative, said. "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."
Giulia Ortolan, De'Longhi brand specialist, underscored the importance of developing the campaign in Australia. "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."
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Global collaboration
The La Specialista Touch campaign is the latest in a series of collaborations between Italy-based De'Longhi Global and Focus Creative. The agency was able to successfully craft a campaign that not only resonates with coffee enthusiasts but also strengthens De'Longhi's position as a premium coffee brand by integrating deep consumer insights with cutting-edge design and storytelling.
The campaign's production required seamless coordination between global teams. This ensured that the messaging remained consistent across different markets while still allowing for localised cultural nuances.
The creative execution brought together talented professionals across branding, strategy, design, production, and content creation. The collaboration extended beyond traditional media to include an engaging social media strategy, allowing coffee lovers to interact with the campaign in a meaningful way.
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
