International Coffee Day 2022

Create awareness & engagement around illy’s commitment to sustainability.
Total views 400K
Total likes 17.5K
Total Interactions 53K
Summary Cooltura designed and produced a Reels Instagram campaign to promote illy and their commitment towards sustainability, leveraging key cultural moment of Coffee Month (October) and the International Coffee Day, 1st October.

In collaboration with 6 content creators, we designed a campaign that celebrated the CupsideDown, a symbolic espresso cup by Matteo Attruia that turned the iconic illy cup upside down to encourage consumers to see the act of drinking coffee from a different perspective.

The campaign was centred around an interactive & educational workshop that took place at illy in Milano, attended by our selected content creators.

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