De’Longhi launches new global campaign for La Specialista Touch via Focus Creative
Focus Creative has launched a global campaign for De’Longhi’s La Specialista Touch, marking another successful collaboration between the agency and the global coffee brand.
Winning a competitive pitch, Focus Creative was entrusted with developing a 15 and 30-second video, as well as out-of-home, digital, POS and social assets.
Internally referred to as the Confidence Campaign, the creative concept revolves around the empowerment La Specialista Touch gives its users. Designed for coffee enthusiasts eager to elevate their home barista experience, the campaign follows the user’s journey through each of the five essential stages of coffee craft—grinding, tamping, brewing, frothing and enjoying. The result? A performance that would make any barista envious and a taste that rivals the best cafés.
Carlos Jonmundsson, founder of Focus Creative, highlighted the unique challenges and opportunities the campaign presented: “Campaigns like this pose all kinds of enjoyable challenges. Apart from the need to engage stakeholders from all parts of the world, we also needed to tell an authentic story that resonated with coffee drinkers who want to express themselves but might feel intimidated by the process.”
Giulia Ortolan, De’Longhi Brand Specialist, underscored the importance of developing the campaign in Australia: “Australia is a global leader in coffee trends, so it made sense to develop this campaign in a region where the next wave of coffee is being created. Focus Creative has a deep understanding of café culture, and that knowledge was invaluable in the creative process.”
The campaign represents the latest in a series of collaborations between De’Longhi Global/HQ based in Italy and Focus Creative, reinforcing a strong partnership built on shared creativity and innovation. By integrating deep consumer insights with cutting-edge design and storytelling, Focus Creative successfully crafted a campaign that not only resonates with coffee enthusiasts but also strengthens De’Longhi’s position as a premium coffee brand.
The campaign’s production required seamless coordination between global teams. This ensured that the messaging remained consistent across different markets while still allowing for localised cultural nuances. Every aspect of the campaign—from the visual aesthetic to the script—was meticulously crafted to reflect the premium nature of La Specialista Touch and the artistry involved in home crafting.
The creative execution brought together some of the most talented professionals across branding, strategy, design, production, and content creation. The collaboration extended beyond traditional media to include an engaging social media strategy, allowing coffee lovers to interact with the campaign in a meaningful way.
Client: De’Longhi HQ
Brand Specialist – Coffee: Giulia Ortolan
Global Brand Manager – De’Longhi Coffee: Valentina Bonutto
Agency: Focus Creative
Lead strategist: Carlos Jonmundsson
Creative Director: Tanya Ilinkovski
Design: Alex Ferguson-Kang
Account Manager / Strategic Support: Vanessa Nappa
Video and Photography Production Agency: Chee Productions
Executive Producer: Matt Chee
Producer: Bec Deasy
Director: Chester Buchanan
Photography: Andy Lewis
Product Demonstration Production: Andy Lewis
Social Media Assets: Monday Made, UpStairs Creative Studios
Video Director: Daniel Karjadi
Styling: Tori Annesley
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