De’Longhi approached 160over90 to help them develop a special campaign to follow up their previous brand campaign. The goal was to bring more focus to the brand pillar of design, and increase the overall brand recognition for De’Longhi. We chose to focus the campaign around the holidays, and use the launch of a new product, the De’Longhi Perfecta Super-Automatic Espresso Machine as our key product. To increase brand recognition we wanted to make a major media relations push to get the Perfecta in magazines and on blogs.

With the objectives set we began to create the Artista Series, a limited edition of Perfecta machines custom etched with artists’ work. One of De’Longhi’s core beliefs is that home appliances should be beautiful, and thoughtfully designed. We took that one step further and showed that a coffee machine could also be a piece of art. We worked with artists from Italy, and the U.S. to create an edition of 5 machines each. The machines traveled around to major cities in the U.S. to promote the Artista Series, culminating in an online auction with the proceeds going to the Oxfam America Charity.

Visit the Artista Series website.

Artista Series by Mario Hugo

Artista Series by Damien Correll

Artista Series by Mike Perry

Artista Series by Nicole Miller

Artista Series by Maria Vittoria Benatti

Artista Series by Jonathan Calugi

Artista Series by Michele Toffalori

Artista Series by Kristina Collantes

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Stephen Penning; Art Director: Adam Flanagan; Account Manager: Dan Giroux; Photography: Tom Ammon.