LAVAZZA QUALITÀ ROSSA TOUR #LITALIACHEVORREI

LAVAZZA CHOOSES FREE EVENT 
FOR THE PRODUCTION OF THE CONCERTS AT THE CONCLUSION OF THE PROJECT “L’ITALIA CHE VORREI” WITH THREE ARTISTS WHO SPEAK TO THE HEARTS OF YOUNG PEOPLE: MARRACASH, LEVANTE AND ELODIE.

Organized by the agency FREE EVENT based in Faenza, Milan, Amsterdam, the realization of the three concerts with the design of the concept, the set-up of the scene, the scouting of the three locations, the development of content and executive production on site with a team of over 50 people.

Three stages, Turin (the Nuvola Lavazza), Bologna (Palazzo Re Enzo) and Rome (the Lantern of Fuksas) to paint AN EQUITABLE, FAIR AND FREE ITALY, a project born from synergies with Bluejoint and VMLY&R. The live complicity of the three talent exhibited in front of an audience selected through a competition run by Jakala, which gave the opportunity to watch live or streaming (by Natlive) the three performances, created a direct dialogue between fans, artists and the Lavazza Brand.

During this project, it was also told about the partnership with SAVE THE CHILDREN, the independent international organization that has been fighting for over 100 years to save girls and boys at risk and to guarantee them a future. Lavazza and the Fondazione Giuseppe e Pericle Lavazza Onlus has been collaborating for over 20 years with Save The Children and thanks to Lavazza Qualità Rossa, the young migrants of CivicoZero had the opportunity to create masterclasses with the three talents in Turin and Rome.

Pre-show moments with dedicated activities immortalized in special Polaroid shots have united the community present to the live show. Tattoo, makeup with glitter and accessories inside the Beauty Bar made by Bellissimo1998 have dyed the event into the red color, the dominant color of all the stages.

Proposals of coffeetail and soft drink allowed guests to taste the Lavazza blends along with the proposals of the Food Truck located in the courtyard of Nuvola Lavazza, while the meet and greet with the artists gave the chance to the lucky fans who won the pass through the radio contest with Radio Deejay to meet their idols up close.

The agency FREE EVENT confirms in its DNA live music and tours, staging the ability to communicate the values of the brand #LITALIACHEVORREI through these ingredients.

“We are proud to have participated in a great project that bears the signature of Lavazza, a brand that has always represented Italian excellence in the world. The management and in particular the Live Communication team allowed us to best express our passion, transforming the language of traditional communication into a live event that speaks to people through the values of music and sharing. During the shows, the audience was immersed in a red world recreated by a light show in perfect synergy with Qualità Rossa, the protagonist of the campaign. The scene – a cup of coffee seen in zenith – and the video mapping were the added value of the show, fundamental to create a wow effect for the long-awaited entry of the artists, also achieved through the fall of a kabuki that began the live concert.”

These are the words of Andrea Camporesi, CEO and creative director of FREE EVENT, who thanks all the team that took part in the prestigious project.

Client LAVAZZA

Live Communication | Massimo Buonaiuto, Stefania Di Costanzo, Lisa Benincasa
Marketing Italia | Aurora Giraudo, Siria Caldara
Procurment | Laura Busicchia

FREE EVENT

Show Director | Andrea Camporesi
Executive Producer | Gloria Cova
Light Designer | Francesco De Cave
Set Designer | Riccardo Panebianco e Elena Pietro Paolo
Project Leader | Alberto Certani
Project Manager | Gioela Giardino
Guest Management | Michela Quarantini
Production Manager | Giulio Koelliker
Site Coordinator | Pietro Chiaria