Agency Network: 
February 2011
illy:  Capsule
illy Print Ad -  Capsule


Print advertisement created by TBWA, Greece for illy, within the category: Non-Alcoholic Drinks.


The entire espresso world in an illy capsule
To discover the espresso world you need the one and only, outstanding quality blend of illy. Deriving from 9 varieties of 100% authentic Arabica coffee, this blend remains unchanged in more than 140 countries worldwide. You need a barista for the perfect interaction of coffee and water, at the precise time and temperature. Pre-infusion, a pause and finally brewing of the ultimate, velvety espresso with its characteristic lasting cream... Or you simply need an illy Iperespresso capsule, which encloses everything inside of it.

Advertising Agency: TBWA\ATHENS, Athens, Greece
Creative Director: Panagiotis Tzempelikos
Art Director: Popi Vagianou
Copywriter: Valia Papadimitraki
Photographer: Tasos Vrettos
Director of Account Management: Panagiotis Daris
Account Director: Kim Stamiris
Print Production Manager: Tasos Petrakopoulos
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DBB's picture

Looks more like a minisite than a print :\

Activity Score 1216
AdBuzzer's picture

I had the same feeling - the artwork would make a perfect home page for a minisite of Illy

Activity Score 1172
Marketing Manager |

agwbl's picture

My espresso tastes a bit like d-bag.

Activity Score 302
dadada's picture

nice! clear benefit

Activity Score 1720
Art Director |

Everybody is creative, be yourself.

George Levitikos's picture

Nice Simple Clear!

George Levitikos
Activity Score 19
Producer/Director at LOWE AND PARTNERS
everartz's picture

nice art, but the reflections are not correct especially on the cup which is on the right side.

Activity Score 7613
Art Director |

| everartz |

luispiter's picture


Activity Score 2756
TommyO's picture

Dislike. Very first-circle.

Activity Score 1860
Copywriter |

That's me!

desailly's picture

THe principle is fine. But because you need to blow up the cutaway shot on the right so much to get the detail in, it's not as neat a connection as it could be between the cafe bar and the capsule.

Also, I'll never understand why you'd give a copy job in English to a writer for whom English is clearly not their first language. It's not bad, it's jsut not very slick.

Activity Score 470
Lazarus's picture

Like the thought. The execution could have been better.

Activity Score 1537
Creative Director
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