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Video of Kairos, Rhea’s 60th anniversary machine, receives the Brand Innovation Key Award


MILAN, Italy – The video of Kairos, the limited-edition Rhea 60th anniversary machine, received the “Brand Innovation Key Award” at the 52nd Media Key Awards dedicated to the best advertising campaigns broadcast on TV, in the cinema, and on the web. The recognition goes to its strong theatrical imprint and imaginative skill. Kairos revolutionizes the experience of taking a break with a cup of coffee in 32 seconds. Its 49-inch screen, which is the twin soul of the machine, involves the consumer in a multisensory journey while waiting for the drink to be dispensed. In this way, it combines quality coffee with the value of time.

This is the concept behind Kairos, created by Rhea and Davide Livermore, world-famous Artistic Director of the National Theater of Genoa, invited by the Teatro alla Scala in Milan to direct the traditional 7 December inauguration of Italy’s foremost opera season, which this year will be a television event broadcasted live on the RAI national television network due to Covid restrictions.

Davide Livermore also directed the Kairos video, which won the Brand Innovation Key Award. In the spot, the consumer is transported through Kairos’ screen directly onto the stage of Euripides’ Helen – together with costumed characters crossing the water in a surreal atmosphere – staged last September by Davide Livermore at the National Theater of Genoa.

“We couldn’t have celebrated Rhea’s important anniversary better than this. The machine we created with Davide Livermore takes us on a 32-second journey into the beauty of images, the power of sounds, and the pleasure of flavor.

It is the perfect synthesis of Rhea’s mission, which is to offer the best coffee break experience.

We share the “Brand Innovation Key Award” with Maestro Davide Livermore who supported us in this project and who continues to be a source of inspiration as a Thinker of the Rhea Think Together digital lounge ”comments Andrea Pozzolini, CEO of Rhea Vendors Group.