With the strategy and planning managed by EssenceMediacom Italia, illy launches the illyBeyondVenice campaign from the Venice Biennale.
The aim is to bring the Illy Art Collection beyond the borders of the Lagoon and reach a wider audience to offer art and coffee lovers an experience that combines art and taste.
For over thirty years, illy has transformed the cup of coffee into a canvas for international artists, hosting their works in the illy Art Collection. This creative journey continues today with contemporary artists taking inspiration from white porcelain, creating a unique collection of miniature works of art. “Stranieri Ovunque – Foreigners Everywhere” is the title of the 60th International Art Exhibition of the Venice Biennale, with a strong presence of artists who tell their cultures and daily lives in different ways: the Colombian Aycoobo Wilson Rodríguez, the Brazilian collective Mahku (Movimentos dos Artistas Huni Kuin), the Guatemalan Paula Nicho and the Peruvian Rember Yahuarcani, are the four artists of the Biennale Arte 2024, who bring their art to the iconic illy cups.
Precisely on the occasion of the launch of the new collection, and to strengthen the partnership between illy and the Venice Art Biennale active since 2003, Creative Futures – Content Unit of EssenceMediacom Italia – has given life to a unique artistic project which sees the cups, designed by four artists involved, floating on the canals of Venice.
The activation was spread through a social plan on Meta and TikTok, as well as a media seeding project aimed at deepening the editorial content on newspapers and social pages similar to the target audience and the brand’s values.
The artistic project led by EssenceMediacom lives within a broader communication campaign, of which the agency managed the media planning: a press plan divided into newspapers and periodicals released the inauguration week of the 2024 Venice Art Biennale and a OOH plan on air from 29 April, for two weeks, in the major stations of Milan, Turin, Venice, Rome and Florence. The creativity in this case is signed by McCann.
