Illy has launched its international advertising campaign, LiveHappilly, in San Francisco, featuring and inspired by famous opera singer Andrea Bocelli.
Featuring Bocelli, illy’s global brand ambassador, the new advertising campaign celebrates and illustrates a mutual belief that creating something unique requires commitment.
The campaign takes an authentic approach to illustrating the heritage of illycaffè, an 85 year-old company.
“For illy, Andrea Bocelli represents a genuine ambassador who embodies our brand in every aspect, an artist who lives illy’s core values in his daily life,” illycaffè CEO Massimiliano Pogliani says.
“There is hardly any place better to celebrate his art and our brand than in San Francisco, a place where a love of culture and an appreciation for the best life has to offer go hand in hand.”
Billboards featuring Bocelli’s image will adorn the San Francisco financial district, International Airport, and select BART stations.
Borcelli is scheduled to perform on 5 December at the city’s new Chase Center.