The Gap Free Day 2025, Lavazza's day on inclusion for its employees, and a strategy to bring the brand to TikTok.
Gap Free is Lavazza's programme on diversity and inclusion: gender equity, disability, parenthood and caregiving. For the second Gap Free Day, open to all the group's employees at Nuvola Lavazza in Turin, Lavazza wanted a day that did not feel like an institutional appointment.
In the autumn Lavazza wanted to understand how to be on TikTok without repeating what it does on Instagram.
With the event's production company we wrote the thread of the day, "Noi contro Noi" (Us against Us), which moves from what inclusion means in the world to what it means for the company and then for each person's daily life.
So that the day would not sound like an institutional appointment, the formats borrowed from entertainment: among them a special edition of Basement Café hosted by Geppi Cucciari, with our script, and a comic monologue for Giorgia Fumo.
For TikTok we wrote a strategy that gives the two platforms different jobs: on Instagram Lavazza keeps showing the perfection of its coffee rituals, on TikTok it talks about how we choose to live, one pause at a time. It includes the formats, such as a debate between two ways of making espresso, and a proposal to turn Luigi, Lavazza's character, into a slightly unhinged mascot.
The Gap Free Day took place on 13 May 2025 at Nuvola Lavazza.