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    effie-slovenia-naslovnica

    Knowledge and inspiration on the 1st Effie Day

    cannes-delfin-naslovnica

    Curtain up for the Cannes Corporate Media & TV Awards 2021

    craft-jury-naslovnica

    Golden Drum represents Craft Jury, which will be chaired by Damisa Ongsiriwattana from Bangkok

    cockta-naslovnica

    DROM agency for COCKTA

    warc-naslovnica

    WARC Awards for Effectiveness 2021: Call for entries and juries named

  • Weekly topic
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

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    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

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    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

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    francis-ingram-naslovnica

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    Maja Kolarić: One of the beauties of art is how it can imbue a city with global spirit

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Lavazza Unveils Innovative Campaign “I’m Back” and New Brand Ambassador in New York

Official coffee of the US Open partners up with the tennis legend, Andre Agassi

01/09/2016
in News
2 min read
Lavazza Unveils Innovative Campaign “I'm Back” and New Brand Ambassador in New York 1

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Lavazza has unveiled details of their new global partnership that includes a tennis legend, Andre Agassi. The partnership positions Agassi as a spokesman for Lavazza in the world of tennis, and it officially began at the US Open with a special event and promotion for spectators, with teasers in the morning throughout New York. Authentic Italian family owned company based in Turin, with 120-year tradition, is active in the world of tennis for many years, and in 2015 it became the only brand of food and beverage segment which is a partner of all four Grand Slam tournaments in the world.

As an innovative coffee company, Lavazza sought for a partner who shares this quest for excellence in everything they do, and that is what they found in Andre Agassi. Agassi is undoubtedly one of the biggest tennis players of all time, with an impressive 60 ATP titles, 8 Grand Slam tournaments, he had the honor of being the world’s number one six times, he won the Olympic gold and is one of only a few athletes to win the Golden Slam (four Grand Slam tournaments and gold medals).

“I’M BACK!” campaign and supporting flashmob events

Amid this partnership, Lavazza chose an innovative and creative approach for the “I’M BACK!” campaign. The campaign developed gradually until the official announcement that Andre Agassi will be returning to the US Open with Lavazza. In order to make everyone buzz about this, the company started posting a number of teasers on social media. Later, Lavazza spread its message through New York with outdoor ads, strategically placed at key points, which featured the iconic silhouette of Andre Agassi of the 1980s, along with neon pink headband.

Then on 30 August, 150 people, all Agassi clones dressed in distinctive and iconic silhouette of the ’80s, were sent to run the New York streets and communicate with tennis fans in the city of US Open, and thus feed the interest for the final presentation of Agassi at the US Open. Between the first and the second match, Agassi clones gathered for a spectacular appearance on the Arthur Ashe Stadium, where the new TV commercial of the campaign “I’M BACK!” was presented, officially welcoming Agassi at the US Open after more than 10 years.

“It has been such a wonderful experience working with the innovative brand from filming the ‘I’m back’ video in Italy, to conceptualizing a fun and engaging activation that is kicking off our partnership. I look forward to seeing what the years ahead have in store for us,” Agassi said, and added: “I am very proud to be partnering with Lavazza, a company that shares not only my passion for tennis, but also an ethical commitment to children and education.”

Tags: campaigns
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