The Lavazza Calendar 2024 is a choral project that describes and promotes the concept of partnership in every sense, starting from the ability to be open-minded towards others and going further to explore the beauty of collaboration, cross-contamination and joining forces based on mutual respect to create something much bigger.Through the Sustainability Manifesto, Lavazza expresses its dedication to contributing to the accomplishment of the United Nations 2030 Agenda's Sustainable Development Goals (SDGs). Among the Agenda 2030’s goals, the Lavazza Group identified one SDG seen as a means of achieving all the other goals: Goal 17 – Partnerships for the Goals. The Lavazza Group's Goal tool, Goal 17, is a pillar for the implementation of the sustainability programs of the Lavazza Foundation, as the Lavazza Group, through its Foundation, firmly believes in the promotion of a collaborative system integrated with multilateral partnerships that mobilize and share knowledge, expertise, technologies and resources.

The Lavazza Calendar 2024 celebrates the precious value of the collaboration announcing the 20th anniversary of the Lavazza Foundation.

It describes an unseen Africa: a land full of energy, experimentation and extraordinary culture.

“More than Us” displays a storytelling divided into four macro-areas that express Lavazza's values and the ideal commitment with which the brand operates in all its activities: More Responsibility, More Sustainability, More Innovation and More Inspiration.

More than Us also means a multi-voice calendar, capable of translating the concept of partnership in all its nuances. A “plural” calendar signed by a collective of photographers: Thandiwe Muriu, Aart Verrips and Daniel Obasi.

The Calendar project’s guiding messages also resonate through the involvement of three ambassadors: Somali model, author and actress Waris Dirie; Nobel Prize winner Denis Mukwege, founder of the Panzi Hospital; South African activist Zulaikha Patel, who has focused media attention on racism in post-apartheid South Africa.

This work’s relevance lies on the celebration of the collective effort to achieve the Group’s four priority Sustainable Development Goals in the framework of the UN 2030 Agenda – Goal 5: Gender Equality, Goal 8: Decent work and economic growth, Goal 12: Responsible consumption and production, Goal 13: Climate action – in the spirit of collaboration of Goal 17: Partnerships for the goals.

Partnerships are, in fact, considered fundamental and instrumental to achieving all the other Goals. These are seen as the only feasible way of achieving the 2030 Agenda. More than Us reflects the concept of partnership in all its nuances.

The 3 photographers worked on the 12 photos of the Calendar.

Each of them captured four images, drawing inspiration from the Lavazza Foundation’s sustainable development projects and the values of More Responsibility, More Sustainability, More Innovation and More Inspiration: 4 sections that perfectly express Lavazza's values and the ideal commitment with which the brand operates in all its activities, fully shared by the Foundation.

Each photographer provided also a cover, for a total of 3 different covers, related to 3 different artistic visions, blended together in a choral approach.

In More than Us, photography is free to express itself in new ways, unchained from stereotypes and conventional visual wisdom, giving a voice to original interpretations that spring from the diversity of the artists’ stories and reminding us that Africa is not a singularity, but an expression of cultural richness and variety.

Enhanced understanding of the activities of the Lavazza Foundation;

Visibility of the associations with which the Foundation works;

Strengthening Lavazza's brand equity;

Celebrated the 20-year anniversary of the Foundation.