Basement Café by Lavazza
The format that made Lavazza relevant to a new generation.
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The challenge
How to open a dialogue with the under-35 audience and hold a place on the web with content that matters.
The project
It is 2018: rappers are not invited on the radio yet, but they fill arenas with hundreds of thousands of teenagers. We propose that Lavazza take a snapshot of the leading Italian rappers as they move from underground phenomenon to mainstream.
That is how Basement Café by Lavazza is born: a talk show distributed on YouTube where the biggest Italian rappers meet and open up, starting from the films that shaped their imagination. We deliberately go against the current and shoot one-hour long-form interviews. On YouTube, where productions are usually low budget, we bring a branded project on a par with the great international benchmarks. The talents take part enthusiastically.
Inside the project
The Talk Show
One studio, three armchairs, the hottest topics of the moment. Italy’s best known talents open up starting from the films that changed their lives.
Basement Café Live
We take over two strategic territories for Lavazza: Rome and Naples. Basement Café ties in with a prize competition, samples the product and meets its audience. 26,000 under-30s sign up.
Masterclass
One table, two friends, an unexpected passion. A format reserved for registered users: full episodes unlock on sign-up, turning branded content into first-party data collection.
Next Gen
Lavazza celebrates the ATP Finals in Turin with a live event and a digital format devoted to tennis and rap.
Gap Free Day
How to use entertainment for an internal communication event. Geppi Cucciari hosts a day of entertainment and education on DE&I for 600 employees at Lavazza’s headquarters.
Basement Café Germany
Basement Café lands in Germany for a special season in German, hosting some of the country’s under-35 idols.