Situation: The aim of Lavazza, from its founder to the present day, has always been to create a seamless cycle in which product and process innovation, qualitative excellence and sustainability feed off one another.

BRIEF: Calendar must continue to be the artistic tool to communicate Lavazza's commitment to the themes of SUSTAINABILITY and CSR.

OBJECTIVES: Today Lavazza wants to be recognized as a leading player in Sustainability and, through the Calendar, inspire people to a change.

Protecting Earth is art.

Sustainable cultivations, reforestation, defense of biodiversities, conversion of industrial areas, green belts against desert advancing, white blankets to stop glaciers retreating are all art forms.

So the Lavazza Calendar “Good to Earth” becomes the artistic megaphone to highlight those places around the world where human intervention is bringing good news for the Earth. Six inspiring projects told through the zero-impact artworks of six internationally renowned artists.

TARGET AUDIENCE:

-The 84% of Italian people, 100% coffee drinkers, who declared to be in favour of sustainable development policies* (*Demos&Pi)

-Foreign coffee connoisseurs, attentive to the sustainability and the coffee origin.

-Organizations like UN, Coffee Brand competitors, Companies and leading players in sustainability.

-And above all, the new generations.

APPROACH: Often the news we read or hear, shows our Earth as a rather sick patient.

Actually, even if the scenario is not reassuring, there are virtuous examples every day that show how "there is good" on Earth: sustainable cultivation, reforestation, protection of biodiversities, conversion of industrial areas etc.

What we did was to turn attention to the good news coming from the Earth.

IMPLEMENTATION: For the very first time in the history of Lavazza Calendar, we involved six artists all from “the street art world”, to suggest this connection with nature even more strongly.

They used nature as a blank canvas to create impressive zero impact artworks: six masterpieces to highlight six inspiring projects, in six different places around the World.

TIMELINE: The client gave us the brief in november 2017. We received the “GO” in april.

We organized the team, the photographer Ami Vitale and the six artists, in may and shot between June and July. At the same time we thought about graphics, texts and video material. In November 2018 we presented the Calendar and started the CSR and the International Campaign on billboard and social.

PLACEMENT: Switzerland, Colombia, Kenya, Morocco, Thailand, Belgium.

SCALE: Worldwide.

BUSINESS DONATION:

Lavazza finances each of the projects described.

Lavazza Foundation supports coffee producing communities, as the Colombian one. (https://www.lavazza.com/en/sustainability/foundation.html).

In parallel, Lavazza launched the “TOwards 2030” project in the city of Turin (https://www.lavazza.it/it/lavazza-al-salone-del-gusto/toward-2030.html): 17 street artworks of 17 different street artists inspired by the 17 Global Goals. A way to visit the city from another point of view. Thanks to this project Turin, the city of Lavazza, will become the Italian capital of graffiti.

RESPONSE RATE: Lavazza became 38th brand in the World for reputation, up from 49th in 2018 (Global Rep Trak).

IMPRESSIONS: +95 million impressions in the first 2 days after the launch.

CHANGE IN BEHAVIOR: Thanks to the Lavazza’s commitment, Council of Ministers approved a National Sustainable Development Strategy.

CONSUMER AWARENESS: Lavazza has been voted Most Ethical Coffee Brand in Europe.