The Art of Coffee Maker – illy 2013 | Clapboard Ad Archive

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The Art of Coffee Maker - illy | Clapboard Ad Archive

Illy’s The Art of Coffee Maker, developed by Miami Ad School in Year 2013, stands as a sophisticated exercise in symbolic brand storytelling within the highly competitive non-alcoholic drinks landscape. Building on illy’s reputation for craftsmanship and artistry, the campaign transforms the everyday coffee maker into a visual metaphor for creative mastery, aligning the product experience with the elevated world of art rather than mere functional utility. Leveraging the ambient medium, the campaign integrates its message within real-world environments, bypassing traditional interruption-based advertising in favor of a contextual and immersive brand encounter that reflects illy’s premium positioning. There is no overt narrative or direct testimonial; instead, meaning is layered visually—what Clapboard’s taxonomy would classify as FORMAT#9—Symbolize the Benefit, using artistic symbolism as a creative technique to evoke the sensory depth, care, and expertise invested in each cup of illy coffee. The decision to focus on a single media asset channels the core brand promise with precision and singularity of purpose, emphasizing illy’s commitment to quality over quantity and appealing to a discerning, design-conscious audience. Miami Ad School’s execution bridges the gap between student innovation and professional caliber output, confirming that unconventional perspectives can yield memorable results even in a familiar category like food and drink. The Art of Coffee Maker sidesteps category clichés by avoiding both taste performance claims and lifestyle tropes, instead inviting viewers to reframe everyday ritual as a form of accessible art—a strategic move that distinguishes illy from mass-market competitors and subtly codes an aura of refinement around the brand. The campaign earns 59/100 in Clapboard’s global creative archive. As illy and Miami Ad School demonstrate, elevating product touchpoints through symbolic ambient interventions can unlock new dimensions for brand storytelling, provided the creative execution maintains coherence with the brand’s aspirational narrative.

Credits

Client

illy

Agency

Miami Ad School

Instructor

Noel Potts

Art Director

Justin Steinburg

Copywriter

Deniz Makal

Advertising School

Miami Ad School

Category Mind Map

48%

The campaign "The Art of Coffee Maker" for illy aims to elevate the brand’s proposition by positioning illy coffee as not just a beverage but a crafted experience that embodies artistry and refinement. By emphasizing the craftsmanship behind coffee making, the campaign underscores illy’s commitment to quality and the sensory pleasure associated with its product. This aligns with the brand’s premium identity in the non-alcoholic drinks industry, targeting consumers who appreciate coffee as a lifestyle choice rather than a routine. The market strategy leverages an ambient medium and a creative angle focused on lifestyle and artistry, appealing to a discerning, experience-driven audience. The use of a student-led project from Miami Ad School suggests an experimental and fresh approach, perhaps intended to resonate with younger, creative consumers or those attuned to authentic, artisanal narratives. By highlighting the “art” of coffee making, the campaign taps into the consumer desire for authenticity, craftsmanship, and a sophisticated daily ritual, distinguishing illy in a crowded market where consumers seek more than convenience from their coffee choice. The campaign’s limited media saturation and niche appeal reflect a targeted attempt to engage an audience that values premium experience over mass consumption.

FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact. ‘The Art of Coffee Maker’ campaign for illy, created by Miami Ad School, strongly suggests a symbolic approach: the title itself positions the coffee maker as an “art” object, signaling metaphorical elevation beyond utility. The genre is lifestyle, with an Ambient medium, implying that the creative device leans on transforming the coffee maker into a symbol of sophistication or craftsmanship. There is no direct narrative, testimonial, or problem-solution structure referenced in the campaign details; instead, the product’s benefit (superior coffee experience) is likely conveyed using artistic or visual symbolism to evoke quality and prestige, making SYMBOLIZE THE BENEFIT the precise format match. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Starbucks – Market Positioning Starbucks positions itself as a premium, convenient coffeehouse experience offering a wide variety of high-quality coffee beverages and a strong lifestyle brand emphasizing community, customization, and sustainability. It leverages extensive global reach and brand loyalty, focusing on an inviting atmosphere and consistent quality to capture both daily consumers and occasional indulgence. 2. Nespresso – Market Positioning Nespresso distinguishes itself through its sleek, user-friendly single-serve coffee machines paired with patented capsule technology. The brand emphasizes luxury, convenience, and sustainability, appealing to discerning coffee drinkers seeking café-quality espresso at home or office with a focus on innovation and premium coffee sourcing. 3. Dunkin’ (formerly Dunkin’ Donuts) – Market Positioning Dunkin’ targets affordability and accessibility, positioning as a value-driven coffee brand with a strong emphasis on speed and convenience alongside a broad food menu. It fosters a loyal customer base through reliable, consistent coffee offerings and a casual, approachable brand personality focused on everyday consumers. 4. Peet’s Coffee – Market Positioning Peet’s Coffee positions itself as a craft coffee pioneer, emphasizing artisan roasting, rich flavors, and high-quality beans sourced directly from farms. It appeals to coffee connoisseurs who value craftsmanship, heritage, and a more traditional coffee experience with a focus on premium freshness and distinct taste profiles. 5. Lavazza – Market Positioning Lavazza presents itself as an Italian heritage brand championing authentic espresso culture, combining tradition with innovation. It focuses on premium blends and sustainability initiatives, targeting consumers who appreciate the rich Italian coffee experience and quality, positioning itself both in-home and professional coffee machine markets globally.

Q: What is The Art of Coffee Maker about? A: The Art of Coffee Maker is a professional campaign created for illy by Miami Ad School and released in the United States in 2013. Developed as a student project under the art direction of Justin Steinburg and copywriting by Deniz Makal, the campaign uses an ambient medium to highlight the craftsmanship and artistry behind illy coffee. Through a single, visually engaging media asset, it positions coffee making as an art form, reflecting illy’s dedication to quality and sensory experience. The campaign was designed for the non-alcoholic drinks sector and has garnered attention for its creative execution and immersive storytelling. Q: What creative device does The Art of Coffee Maker use? A: The Art of Coffee Maker employs the creative technique classified by Clapboard’s 12-format taxonomy as FORMAT#9 SYMBOLIZE THE BENEFIT. This approach uses symbolic or exaggerated visuals to represent the product’s positive impact, elevating the coffee maker to an object of artistry and sophistication. Rather than relying on direct narrative or testimonial, the campaign communicates illy’s premium quality and craftsmanship through metaphorical and artistic imagery, aligning with the ambient medium to create a memorable and aspirational brand experience. Q: What is the campaign proposition for The Art of Coffee Maker? A: The campaign proposition for The Art of Coffee Maker centers on positioning illy coffee as a crafted, artistic experience rather than just a beverage. By emphasizing the meticulous process and sensory pleasure of coffee making, illy appeals to consumers who view coffee as a lifestyle choice and value authenticity and refinement. The strategy leverages ambient media and a focus on artistry to engage a discerning, experience-driven audience, reinforcing illy’s premium identity in a competitive market where consumers seek more than convenience from their coffee. Q: How does The Art of Coffee Maker rank in Clapboard's archive? A: The Art of Coffee Maker holds a Clapboard Campaign Score of 59/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. Q: Who are the competitors in illy's category? A: In the premium coffee sector, illy competes with brands such as Starbucks, which offers a lifestyle-driven, community-focused coffeehouse experience; Nespresso, known for its luxury single-serve machines and capsule innovation; Dunkin’, which targets value and convenience for everyday consumers; Peet’s Coffee, emphasizing artisan roasting and craft heritage; and Lavazza, which champions Italian espresso culture and blends tradition with innovation to appeal to those seeking authentic, high-quality coffee experiences.