Make time count
Our campaign is an invitation to cherish time.
It urges us to recognise the true value of what really matters: those simple gestures, fleeting glances, and brief moments that add flavour to life but often slip away in the rush of everyday routines. Our coffee is there, a silent witness to the moments that seem to pass unnoticed and yet make everything more meaningful. This is our call to listen, to slow down, and to turn every moment into a treasured memory.
Make time count.
hours
turning frowns into smiles
Coffee can witness your happiest and toughest moments. And a familiar face can turn your day around with the perfect espresso.
Have you ever thought of all the moments you’ve shared with your trusted barista?
hours
teaching him to fly high
The morning moka, the cup that completes Sunday lunch, an afternoon snack with Grandpa between building paper airplanes and homework problems.
How many family memories are made with a cup of coffee?
hours
dreaming of hitting the stage
A café table that turns into a rehearsal space, a coffee shop that becomes a stage of dreams.
How many amazing projects begin with a sip of coffee?
So many hours spent over coffee.
Perhaps we don’t realise it, or we take it for granted. But coffee is with us for countless hours, accompanying us through many of life’s important moments. Over a cup of coffee, we meet, fall in love, reconnect, and make plans for holidays, for the future, and for life itself. For over 140 years, Caffè Vergnano has poured passion, care, and quality into every cup to ensure your moments are truly special and unique.
Directors
Directors Marco Bellone and Giovanni Consonni are an Italian directing duo known for their eclectic approach and meticulous attention to detail.
Born and raised in Milan, they have made a name for themselves on the international stage, starting their careers with music videos, documentaries, and commercial campaigns in collaboration with leading creative agencies. Whether directing dynamic commercials or powerful documentaries, their goal is to create stories that resonate deeply with audiences, bringing shared and universal experiences to the screen.
Marco Bellone
Our calculations (and our instincts) tell us…
We spend thousands of hours with coffee (our researchers tell us that the average coffee drinker spends around 8,190 hours over coffee—based on an average of three coffees a day, ten minutes per cup, over 45 years!). Most people don’t think about it, but coffee is always there: a loyal companion to conversations, awkward love confessions, holiday plans that never happen, and career moves dreamt up in ten minutes and forgotten after the first sip. For over 140 years, Caffè Vergnano has made sure that every cup of our coffee is filled with passion, care, and quality. Because if you’re going to spend 8,190 hours with someone, it better be the best!
4,800 hours turning frowns into smiles: A professional barista works, on average, for 20 years, five days a week, 48 weeks a year. At least one hour a day is spent sharing smiles, cracking jokes, or offering a few comforting words. That’s 4,800 hours dedicated to brightening someone’s day. Because behind every barista, there’s a little bit of a psychologist, too.
540 hours teaching him to fly high: In the first five years of a grandchild’s life, a grandfather spends an average of three hours a week, 36 weeks a year, teaching them something new. That adds up to 540 hours of life lessons, shared over countless cups of coffee. Because some things are best taught with an espresso in hand.
960 hours dreaming of hitting the stage: Emerging bands rehearse for an average of five hours a week, 24 weeks a year, for eight years. That’s 960 hours of practice, dreams, and wrong notes—always with a cup of coffee close by. Because making it as a rock star takes energy… and a lot of caffeine!
8190 hours in a lifetime, spent with coffee: Our calculations is based on an average of three coffees a day, ten minutes per cup, over 45 years!.
*The figures provided are an illustrative estimate and are not intended to be exhaustive. These numbers should not be considered absolute data. In reality, the actual time may vary depending on individual habits, needs, and other personal factors. But you get the idea!
Mc Cann Worldgroup
Pagonis Panos
Creative Director
George Keskilidis
Group Account Director
Moutsatsou Eleni
Production Director
Perperidou Eleni
Copywriter
Indiana Productions
Federico Rossi
Ruolo operativo
Federico Rossi
Ruolo operativo
Federico Rossi
Ruolo operativo
