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Lava a Calendar 2021 A ine brew of brilliant images where 13 world-renowned photographers come together to celebrate a new humanity
The name Lavazza usually fills us with the aroma of roasted and freshly ground coffee. However, for a photography magazine like SmartPhotography, it is more about the lovely calendars that reach us every year, themed around a concept that connects humanity with nature. This year’s calendar features 13 masters of photography, with a concept dubbed ‘The New Humanity’. The Concept
The New Humanity is the lens with which Lavazza looks at the world around us and the future that awaits us, and it takes shape in a new concept that transversally contaminates all the company’s activities in its different souls, in a coherent and integrated path. And the irst expression of this new conceptual path was the advertising campaign “Good Morning Humanity” signed by Armando Testa and launched in May which repeats the signi icant words of Charlie Chaplin as a testimony to the need to ind and accept each other, and to move forward together. This strong content, a strong creative approach and contemporary language have contributed to spreading the universal values of tolerance, progress and sustainability. All messages that are the basis of the brand’s vision.
The COVID-19 emergency was an exceptional situation for all of us and was posing our country with major challenges. In situations such as these, it was essential to proceed with transparency, pragmatism and maximum effort to ensure the greatest possible safety for everyone. Lavazza—that was among the irst companies to take action to provide concrete aid to the communities in which it operates, starting with Italy—with the New Humanity campaign wanted to speak to the heart of individuals and the new generations, spurring them on with a positive message of rebirth, a “good morning humanity”.
#THENEWHUMANITY models and inspires all the projects developed by Lavazza, including the Lavazza 2021 Calendar, which this year becomes a 360° artistic project that brings together photographers and other artists, an avant-garde artistic and cultural movement that designs the way to the birth of a new humanity.
But not only Calendar. Lavazza has always taken its social role very seriously: a commitment that is visible all over the world thanks to the work of the Lavazza Foundation, the partnership with the United Nations in spreading the Global Objectives Agenda in Italy and around the world, and the new Manifesto, a milestone that inspires Lavazza’s path in the CSR ield, is intended to be a declaration of intent in favour of awakening individual sensitivity towards progress, sustainability and responsibility.
Message Conveyed Through the Calendar
The Calendar has always been an iconic object that acts as an instrument not only to tell your Brand’s story and give a voice to all the faces and stories of coffee, but also to convey important messages. And even more so this year, since this edition has close roots because it was conceived during the lockdown period.
The New Humanity is the concept behind the Calendar: a lens through look into the future and a powerful message inspiring the projects, Lavazza speaks out in an appeal to reawaken individual sensibilities, to Beyond Walls, the land art project by artist Saype, completed last October at the Porta Palatina Park in Turin, in which two hands reach out to one other and are clasped together in a way that conveys con idence and mutual help, inviting us to make a collective effort to feel part of a single ecosystem.
A mosaic of contributions and personalities besides photography, the Calendar is a composite artistic project that brings together not only photographers, but also talent and various interpreters, for a way of thinking that draws the way to the good morning of a new humanity. For this edition, we involved 13 masters of photography, 12 of whom were called to collaborate again with the brand, through a story through images of the new positive restart, which makes progress, sustainability and tolerance the foundations on which to found a new society. 13 shots that, through the maximum freedom of each artist, their personal gaze, and their peculiar stylistic style, bring back a new and positive vision of humanity.
And, even more we also called six talents to interpret and amplify the multiple meanings of the new humanity to stimulate an even deeper re lection on the restart. Collateral worlds to photography - from music, fashion, literature, design - enrich the interpretation of the concept by entrusting it to different languages and expressions, a drawing, a written thought, a piece of music, to reach the interest of a heterogeneous audience. For the irst time we have involved six Ambassadors from different artistic worlds and asked them, thanks to their works, to interpret the global discomfort and dictate a guideline for the new and rediscovered humanity.
The Lavazza 2021 Calendar is also the protagonist of an important turning point in terms of presentation and communication through a creative, contemporary and highimpact digital approach. It is important for Lavazza to identify new and engaging ways to effectively and creatively convey the company’s key projects, messages and values.