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There are stories that need not be invented, for they live on every day in the gestures, the faces and the places that stand the test of time. It is from this realisation that the campaign \u201cYour stories. Our story\u2019, through which illycaff\u00e8 has chosen to give a voice to eight of Italy\u2019s Historic Establishments, authentic symbols of Italian hospitality.<\/p>\n
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This is not a conventional advertising campaign, but a shared narrative celebrating a year of collaboration between the Trieste-based company and the Associazione Locali Storici d\u2019Italia: a partnership founded on shared values such as quality, attention to detail, respect for tradition and care for people.<\/p>\n
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From Trieste to Palermo, the campaign unfolds through images and words that tell real stories. The protagonists are not models, but the owners, the families and the people who have looked after these places for generations, keeping their identity and cultural role alive within the fabric of their cities.<\/p>\n
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Caff\u00e8 Gilli<\/p>\n
Al Mangia<\/p>\n
Caff\u00e8 Concerto Paszkowski<\/p>\n
Caff\u00e8 Lavena<\/p>\n
Bar Pasticceria Converso<\/p>\n
Antica Trattoria Suban<\/p>\n
Villa Igiea<\/p>\n
Caff\u00e8 Centrale<\/p>\n<\/div>\n
The strength of the campaign lies in its simplicity. illy chooses to take a step back and let the locations speak for themselves, entrusting the narrative to those who embody the values of hospitality and service every day.<\/p>\n
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The tagline \u201cQuality loves the details\u201d thus becomes much more than a slogan: it is the natural embodiment of what unites illy and Italy\u2019s Historic Caf\u00e9s. A culture of \u201cdoing things well\u201d that is expressed through consistency, attention to detail and respect for relationships \u2013 those that are authentic and enduring.<\/p>\n
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The eight adverts in the campaign are the result of a genuine dialogue, built up over time. Not fleeting adverts, but images that tell the story of a shared journey and a common vision of Italian hospitality.<\/p>\n
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Like all well-told stories, these too are destined to endure, because they speak of people, places and a cultural heritage that continues to live on through the daily work of the Locali Storici d\u2019Italia.<\/p>\n
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To find out more about the campaign:<\/p>\n