Turn every tennis fan into a coffee fan during the experience in the Nitto ATP Finals Fan Village: this was the brief received by Louder, which managed a brand activation for Lavazza to discover real espresso.

- Developed the creative concept for the brand activation
- Created and prepared the installation for the experience (a 5m high coffee machine)
- Managed the activity inside the installation creating an immersive experience (Infinity mirror)
- Supervised the Lavazza influencers and Tennis champions
- Coordinated the activation in the different pre-purposed touch-points (Piazza San Carlo, Pala Alpituor, Nuoval Lavazza, website)
- 10 thousand coffees served, more than 11 thousand leads collected and more than 14 thousand people involved in total