milk* set out to transform coffee from an everyday ritual into an inspired moment.
We energized consumer engagement and increased retail sales for illy by inviting participation in the creation of a fine art recipe book celebrating four seasons of inspired moments. I created a look that is inspired by modern Italian art.

With hundreds of contest entries and thousands of new likes the promotion built brand advocates for illy. Interest was so great illy was able to extend the program for two extra successful quarters.