ILLY

We often move quickly between our roles, without a moment to stop for a moment, ground ourselves and properly prepare for a new role. For illy Slovenia, we have therefore designed a campaign that emphasizes the importance of taking a moment for ourselves, with a good cup of coffee.

We started from a ritual that many of us are already familiar with: a cup of coffee often gives us a few minutes to ourselves before continuing our day. This allows us not only to ground ourselves, but also to move forward with new energy and live our roles more happily. From this insight and the main slogan of the illy brand, the central message of the campaign was born: "Live happily in all your roles."

With this concept, we placed the illy brand in people's everyday moments, and coffee became part of a break in which you can take a moment let's stop and prepare for what comes next.
 

We invited five creators to participate, who together live more than 50 different life roles. Among them are a firefighter, an artist, a student, a chef and a woman of culture.

Everyone showed their everyday life through short video stories: the roles they perform, the transitions between them and the moments when they take time out for coffee. Thus, the common idea of the campaign received five different views and experiences, but they had one common point – illy coffee.

The contents came to life on Instagram, TikTok and Facebook. With real stories and recognizable situations, we addressed mainly younger users and brought the illy brand closer to their everyday life.

With the campaign, we also established the presence of the illy Slovenia brand on TikTok. The content on this platform exceeded one million views, showing that short video stories can effectively convey the idea of a campaign even to younger users. 

In addition, the contents provided a springboard or the foundation for all further content, which the brand still successfully publishes today
on its TikTok profile.