Lavazza: La Pausa
Lavazza has made coffee in Italy since 1895. Long enough to learn that the espresso was never the point. The pause around it was.
America never learned that part: 39% of workers rarely take a real break — 936 million minutes given back to work, every day. They call it "skipping lunch."
We'd call it something else. La pausa.
So we built it into their day, whether they asked for it or not.
At DuPont Station, we turned one of the busiest escalators into a ninety-second Italian café. Two baristas at the bottom handing out espresso shots to those who choose to go from dead-time to break-time.
At DuPont Station, we turned one of the busiest escalators into a ninety-second Italian café. Two baristas at the bottom handing out espresso shots to those who choose to go from dead-time to break-time.
And wherever Lavazza is sold, a heat-reactive cup lets you know how long your break should really be.
As the coffee cools, a phone appears on the side. When you can see it clearly, fifteen minutes have passed. Your break is finito.
One break for the commute. One reminder of how long the rest should last.
Plus, we released a limited-edition Lavazza sticker to take that reminder with you wherever you go.
Art Direction: Regina Gutierrez Wilson
Copywriting: Dallas Ordulu