At its launch on 5 September – the World Day of Motion for the Amazon – Claudio Marchisio and Giorgio Chiellini will personally tackle all of the players taking part within the digital soccer sport. The undertaking relies on an concept by We Are Social. 

Dubai, UAE:– Lavazza has formally entered the metaverse by launching a soccer videogame designed to lift consciousness amongst children about probably the most pressing environmental points, deforestation. Lavazza Arena allows the group to have enjoyable and on the identical time perceive the extent of the phenomenon: on a regular basis, the Amazon Forest is dropping over 1,000,000 timber, equal to the realm of a soccer pitch each 20 seconds.

On the Amazon Day, September 5, two soccer greats – Claudio Marchisio and Giorgio Chiellini – will probably be particular friends through the reside Twitch streams of Marcy7 (, from 8.30pm to 9.15pm, and of ilGattoSulTubo (, from 5.30pm to six.15pm, respectively, to problem all of the players who be part of.

Lavazza is well-known for its dynamic and progressive communication but additionally for preserving a heritage that goes again over 120 years. It’s critical for the model to watch new idioms, types and communication channels in order that it may speak about initiatives and problems with curiosity to the group, as a result of innovation is a key worth for the corporate. For Lavazza, all its communication actions are designed to create an emotional, value-inspired bond with shoppers, going past the model itself to interact and stimulate thought, as on this case with a younger Gen Z viewers. The corporate firmly believes in involving the brand new generations through the use of numerous platforms – digital, experiential occasions, music – to stimulate dialogue on cultural and social matters related to the group.

Nicely conscious of in the present day’s environmental issues and the pressing must make as many individuals as attainable conscious of the intense state of affairs within the Amazon rainforest, Lavazza desires to assist younger individuals perceive this subject by participating them on Roblox with an entertaining soccer videogame and utilizing simple and emotionally involving language. The sport was impressed by certainly one of Lavazza Basis’s many initiatives (*), working on this particular case with Cesvi to assist native communities within the reforestation of the Peruvian Amazon, in Tambopata province within the Madre de Dios area (**).

Lavazza Arena is a digital world to find and discover, utterly completely different from unusual soccer pitches. Gamers enter and discover themselves on a very ‘clean’ discipline. As soon as there, they will begin taking part within the numerous areas within the Arena: the extra matches they play, the extra the sport map fills up once more with inexperienced areas, nature and timber. Gamers can compete on the sector or just have enjoyable within the Follow Space, the place numerous apply drills will put their abilities to the take a look at.  Alternatively, they will spend time within the Lavazza Cafè or within the Studying Space, the place they will discover out about deforestation points. Amazon-specific skins and power-ups are additionally accessible to personalize your avatar.

Lavazza Arena is out there on Roblox, the web platform that just lately reached 50 million every day customers. Additionally concerned within the launch, along with footballers Claudio Marchisio and Giorgio Chiellini, have been the sport’s creators Marcy7, ilGattoSulTubo, Queen_Giorgia and OwengeJuiceTV, who will discover the Lavazza Arena and set up a full-fledged event with their group throughout a reside Twitch stream. And all through the week, Slends and Rupthy will use Tik Tok to share their experiences on this new Roblox world created by Lavazza.

The initiative grew out of an concept by We Are Social, which offered the technique, creativity and manufacturing. The sport was developed by Dubit.



In 2004, the Firm arrange the non-profit Giuseppe e Pericle Lavazza Basis to coordinate and handle sustainability initiatives. Right now, the Basis helps and funds, each independently and thru private and non-private partnerships, 32 initiatives in 20 nations throughout three continents, benefiting over 136,000 espresso growers. The principle purpose of the initiatives supported by the Lavazza Basis is to enhance espresso yield and high quality, selling each entrepreneurship amongst growers and enhancements of their residing requirements. In the previous couple of years, the Lavazza Basis has stepped up the event of initiatives that assist reforestation, a rising drawback in all espresso producing nations. In partnership with non-governmental organisations and worldwide establishments, the Basis is now energetic on this entrance in Ethiopia and Peru with particular initiatives, and in Cuba, Haiti, Dominican Republic and Colombia with sustainability initiatives involving reforestation, amongst different issues. On this approach, the Lavazza Basis has up to now enabled the planting of over 15 million espresso bushes (2015-2020).


This undertaking will plant 1,000 walnut timber a 12 months to revive the Amazon rainforest ecosystem. The collaboration has up to now enabled the safety of over 30,000 hectares of forest and 4 native communities, the reforestation of 295 hectares of land and the advance of the vitamin and socio-economic situations of 570 individuals in native communities.


Company: We Are Social

Government Inventive Director: Alessandro Sciarpelletti 

Government Inventive Manufacturing Director: Daniele Piazza

Inventive Director: Paulo Gonzalez, Mattia Lacchini

Senior Inventive: Lorenzo Canazza, Antonio Mitra

Inventive: Francesco Ravelli

Senior Artwork Director: Stefano Summo

Artwork Director: Paolo Palazzo, Luigi Muraro

Editorial Supervisor: Alessandro Romeo

Senior Editor: Federica Mordini

Head of Consumer Companies: Miguel Lima

Senior Account Director: Luca Temporelli

Account Supervisor: Camilla Beghi

Senior Account Government: Andrea Dagoberto Belloni, Silvia Appiani

Author: Maneh Kocharyan, Federica Camilloni

Innovation Director: Luca Della Dora

Affect Advertising Supervisor: Edoardo Cioli Puviani

Affect Advertising Supervisor: Sofia Sarcina Di Fidio

Expertise Director: Simone Scremin

Expertise Supervisor: Cristian Schirru

Video Editor: Dario Sepe


Sport improvement: Dubit Studio


Lavazza, based in Turin in 1895, has been owned by the Lavazza household for 4 generations. Right now the Group is without doubt one of the main gamers on the worldwide espresso scene, with turnover of over € 2.3 billion and a portfolio of high manufacturers that lead their respective markets, reminiscent of Lavazza, Carte Noire, Merrild and Kicking Horse. It’s energetic in all enterprise sectors and has operations in 140 markets, with 9 manufacturing crops in 6 nations and over 4,200 collaborators everywhere in the world. The Group’s international presence is the results of over 125 years of development and the greater than 30 billion cups of Lavazza espresso produced yearly are a testomony to a exceptional success story, with the purpose of constant to supply one of the best espresso attainable, in all kinds, by specializing in each side of the provision chain, from the number of the uncooked materials to the product within the cup.

Lavazza Group has revolutionised espresso tradition by investing repeatedly in analysis and improvement: from the instinct that marked the corporate’s earliest success – the espresso mix – to the event of progressive packaging options; from the primary espresso sipped in House to the handfuls of commercial patents. The power to be forward of the instances can be mirrored within the deal with sustainability – financial, social and environmental – which has at all times been a benchmark for guiding company methods. “Awakening a better world every morning” is the company objective of Lavazza Group, with the goal of making sustainable worth for shareholders, collaborators, shoppers and the communities wherein it operates, combining competitiveness with social and environmental duty.

We Are Social

We’re a world socially-led artistic company, with unrivalled social media experience.

With over 1,100 individuals in 16 places of work all over the world, we ship a world perspective to our purchasers in a time when social media is shaping tradition.

We make concepts value speaking about. We perceive social behaviours inside on-line communities, cultures and subcultures, spanning the social and gaming panorama. 

We work with the world’s greatest manufacturers, together with adidas, Samsung, Netflix and Google, to achieve the best individuals in a strategic, related and efficient approach.  

We Are Social is a part of Plus Firm.

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For additional data, please contact:
Sabrin Al-Aloul

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