Led by company board member Francesca Lavazza, the Lavazza Calendar project is one of the coffee company’s most important public-facing initiatives. The artistic project reflects the company’s passion for photography and the arts, as well as a way to help communicate its values worldwide.
The calendar project began in 1993 when Lavazza launched their first calendar in collaboration with Helmut Newton. The project quickly evolved into a highly-anticipated creative collaboration with some of the most acclaimed photographers in the world, such as Annie Leibovitz, David Lachapelle, and Ellen von Unwerth.
In 2015, the Lavazza Calendar took a different direction with the launch of The Earth Defenders Trilogy. The project, developed with the Lavazza Foundation in partnership with Slow Food, honors the people who work every day to protect the earth, and is being leveraged by the company as a platform from which to highlight its commitment to sustainability. The Earth Defenders trilogy was shot in Africa by Steve McCurry in 2015, in Latin America by Joey L. in 2016 and in Southeast Asia by Denis Rouvre in 2017.
The 2018 edition of the Lavazza Calendar marks the 26th edition of the project. It is also unique as it represents the first time a global artistic initiative will help drive the movement of the United Nations’ 17 Sustainable Development Goals (SDGs) set for 2030. The 17 SDGs were adopted in 2015 by all 193 member states of the United Nations in an effort to combat the challenges our planet is facing, and better together work towards a healthy and prosperous world for all. The aim is to fulfil the promises outlined in the goals by 2030. A great challenge indeed.
With this new calendar, Lavazza as a company will be marrying the 17 SDGs as a way to further amplify the company’s commitment to being an example in corporate social responsibility and good business practices. It has also engaged a world-famous photographer, Platon, to interpret the 17 SDGs as told through 17 people from all walks of life working on projects that represent and help to fulfil each goal. In fact, to help further fuel the movement launched by the United Nations, Lavazza in their new calendar begs the question to the viewer “2030: What Are You Doing?”, through compelling photography and video that helps spark inner reflection and dialogue.