illy
| Collaboration between Illy and Eurowoman |
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Illy is a global premium coffee brand with Art as one of its core branding pillars. In 2025, Illy faced the challenge of ”translating” their global strategy into an authentic local expression in the Danish marked, that resonated with the Danish cultural tastemakers. Illy wanted not only to share their premium coffee selections but also the whole atmosphere around the brand and its users. Sharing vibes, art and community. Eurowoman was the perfect partner for Illy. Not only do they have a dialog with the exact target group, but they have also over time created a brand that are both trend communicating and trendsetting. |
| Solutions |
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The strategic solution was a value based native partnership with Eurowoman. Together they and Story Lab ( a Egmont agency) developed the ”A cup of art” idea, that was an editorial rooted brand activation that not only got the attention of the Danish emerging artist community but also the target group. Through an open call all upcoming artist were invited to reinterpret the iconic Illy cup, competing for the title of Illy art poster of the year. The competitions was distributed across Eurowomans cross media ecosystem, amplified on SoMe and extended across creative schools all over Denmark. The jury was put together by Eurowoman and held some of the most acknowledged personalities from the Danish art world. The winning artist and calibration of the art piece was combined in a cultural event in Copenhagen. All content was boosted for maximum exposure to the target group. |
| Content elements |
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