On 1 October, for the International Coffee Day, Illy and IGPDecaux launched a major campaign in one of Italy's most emblematic cities. At the San Babila metro station, one of Milan's most central stations and close to the Illy Café, the brand explained its commitment to regenerative agriculture.
As soon as they got off the metro, passengers were invited to discover, through the campaign messages, how coffee growing has shaped the lives of local communities.
To reinforce its presence, Illy has also customised a Sirietto tram, running in the centre of Milan and extending its message throughout the city.
