The Lavazza Group has long been committed to promoting economic development and social utility in the coffee sector, supporting responsible initiatives in producer countries through the work of the Lavazza Foundation. The products in the Lavazza ¡Tierra! range, all Certified Organic and Rainforest Alliance endorsed, are inspired by the projects carried out by the Lavazza Foundation in collaboration with public and private institutions, international organizations and NGOs. In Peru, together with the Cesvi Foundation and with direct oversight provided by the indigenous communities, the Lavazza Foundation supports reforestation and the preservation of the existing ecosystem of the Amazon Rainforest. This year, Lavazza decided to raise awareness around the world about the tragedy of deforestation that is taking place in the Rainforest and the urgency for immediate action by all, while at the same time emphasizing the brand's great commitment to that territory.

We created the first series made in a single season: the last one. Because there's no time to save the Amazon Rainforest.

The series on Amazon Prime Video sends a message about the lack of time we have and the urgency of collective change. The protagonist of the series is the Water, through the voice and interpretation of Ben Harper. Over the course of the 3 different episodes, water transforms first into a river, then into clouds and finally into rain, to preserve the balance of the Forest and fight deforestation. Through the example of water, which has continued to change shape for the sake of the Forest for millions of years, the series shows how change is indeed possible. And by watching the series people immediately begin to make a little change, as for every minute they watch we are planting a tree in the Amazon.

Everyone knows about the problem of deforestation, but too few are emotionally affected by it. Lavazza is doing its part through the project in Amazonia, but just telling people about it would not have engaged a large number of people, which is crucial to really succeed in making a difference. Therefore, we created entertainment content on Amazon Prime Video, one of the top video streaming services within Lavazza's key markets, focusing on a project in which art, music and environment merge into a single expression that can emotionally engage people. Finally, we identified the right talent to make this content really appealing: Ben Harper, an internationally known artist, liked by people and really committed to raising awareness about the effects of the climate crisis.

The story unfolds in the form of a love poem through the words of artist Ben Harper, which flow on highly evocative images that were shot in the heart of the Peruvian Amazonian rainforest and come to life through 3 different original musics composed specifically to narrate the different transformations of water. The series was uploaded to Amazon Prime Video on April 29, 2021 and launched internationally on World Environment Day on June 5. The docu-film has been supported by a series of contents on the social channels of the brand and the talent involved. Communication was further amplified through a dedicated landing page to deepen the brand's commitment in the Peruvian area of ​​the Amazon rainforest. As a further boost, we have carried out vertical interviews with Ben Harper on some newspapers in the music world (e.g. on Rolling Stones) and a PR coverage in the main international newspapers.

The campaign as a whole generated excellent results in terms of numbers, with 521 MY total impressions, 8.2 MY video views and 10.7 MY reach. By watching the series, people discovered the seriousness of the Amazon deforestation problem and the commitment the Lavazza brand is putting into combating it. In addition, through the views they have directly contributed to supporting the Lavazza Foundation in its work to reforest the Forest, with more than 149k trees planted to date.