As a global symbol of Italian identity and culture, Lavazza, a leading Italian coffee brand, launched a new project aimed at communicating the Italian outlook to the world.

The Italian Experience started at the end of September. This online project is a huge collection of user generated content. Foreigners interested in Italian culture and lifestyle post their video questions online by submitting the video to the project portal. The questions are to relate to one of the following themes: falling in love, Italian culture and lifestyle, entertainment, making friends.

Italians are welcome to suggest the ‘Italian’ solution to the questions and explain how the specific question or problem would be solved in Italian way. This can be done by posting a videoreply.

Once in 15 days, the project owners pick the best question/answer pair and fix a meeting for the asker and the answerer  in Italy so they can implement the Italian solution on the native background. Afterwards, the answerer and the asker will meet in the asker’s homeland to continue the «practice» and find out if it works on the asker’s territory.

The first interviews were taken in Stockholm, London, and Dublin. The project is aimed at introducing Italian culture to Europeans and, especially, to British people whereas  Lavazza position itself as a worldwide messenger of Italian culture.

For more information on the project, please visit www.theitalianexperience.com and YouTube channel of the project.