The
Challenge
In a city that sets the standard for culture and taste, illy set out to debut its new campaign, “Why We Make It,” during National and International Coffee Days. We wanted to stage a launch that felt less like a campaign and more like a cultural event that immersed New Yorkers in the artistry and passion exuded by this legendary coffee brand that’s still introducing itself to much of America.
Relationship
Opportunity
To truly stand out, illy needed more than awareness, it needed resonance. We knew that if we could help people not just understand, but feel the “whys” behind illy coffee and their Classico blend, we could turn the campaign into connection and leave coffee lovers with an appreciation for illy that lingers long after the last sip.
Our
Solution
Anchored by a bold brand takeover at the Vessel in Hudson Yards, illy invited New Yorkers to literally step inside the iconic illy logo and experience the “whys behind our coffee.” More than a tasting, it was a multi-sensorial immersion into the brand’s craftsmanship, passion, and artistry, brought to life through touch, taste, smell and story. The activation seamlessly extended throughout New York thanks to an exclusive Apertivo Hour event for influencers, sunrise coffee and yoga at The Edge, an amplified presence at Eataly’s flagship Flatiron location and integration across illy cafe partners throughout Manhattan. The result was a unified campaign that transformed an everyday coffee moment into a cultural experience worth sharing and reinforced “Why We Make It” at every turn.
Results
loyalty signups
impressions
dwell time
profile views
