Ten years ago, Andre Agassi said goodbye to the game of tennis — the game he changed forever. The same way Luigi Lavazza changed the coffee industry by inventing espresso 120 years ago. Now, the two brands with the same exciting, innovative spirits are teaming up to change the lives of underprivileged kids, starting at the US Open.
For the launch of the partnership, Lavazza took an innovative creative approach for the “I’m Back” campaign. The campaign is a build up to the official announcement that Andre Agassi is back at the US Open with Lavazza to “give back.” To create buzz, the company began with a series of teasers posted on social media. Then, Lavazza amplified its message in New York City with a series of out-of-home ads strategically placed in key points, featuring a silhouette of Andre Agassi’s iconic 1980s look, complete with a neon pink headband.
A glimpse behind the scenes of #ImBack: the interview with the star of the campaign, Andre Agassi. Agassi will be the face of the sponsorship by Lavazza, the only food & beverage brand to partner with all four Grand Slams around the world: the US Open, the Australian Open, Roland Garros and Wimbledon.
Creative Credits:
The Andre Agassi and Lavazza Ad features the music / song: "I’m Back!” by THEMUSICBANK, New York City
Music license: “Prima Di Dividerci Da Voi“ (“L’italiana in Algeri”, Act 1) by Gioachino Rossini
Advertising Agency: Sapient Nitro, Boston, USA
Executive Creative Director: Boris Stojanovic
Client Services: Steve Daraio
Associate Creative Director: Paul Amelchenko
Client Services Director: Alan Clisch
Senior Producer: Jose Acosta
Senior Art Director: Stacey Groth
Associate Copywriter: Jonathan Fernandez
Senior Art Director: Mario Gomez
Design Director: Alejandro Mendoza
Designers: Sergio Gomez, Pamela Alegria
Print Producer: Christine Cafiero
Senior Editor: Alejandro Belmar
Editor – Adobe After Affects: Luis Giron
Manager Interactive Developer: Alejandro Villanueva
Interactive Developer: Emilio Acebo
Senior Manager Legal: Robert Conlon
Art Buying: Alexandra Dalton
Producer / Project Manager: Stephie Wassmann