LAVAZZA CALENDER 2021

“I certainly hope to find in her the same joy, the same curiosity, the same love, and the same respect for our fellow humans that we’ve tried to instill in her. That same humanity that we have come to call ‘new’, and that I hope will have by then become ‘old’”.

- Francesca Lavazza

1. How did Lavazza prepare for the Calendar this time during the global outbreak of the COVID-19 pandemic?

Ans: 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 first 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”.

2. Share an insight on the vision of Lavazza Calendar 2021?

Ans: The New Humanity is the concept behind the Calendar: a lens through which to look into the future and a powerful message inspiring the projects the company has recently developed: from the “Good Morning Humanity” advertising campaign, with which 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 confidence and mutual help, inviting us to make a collective effort to feel part of a single ecosystem.

3. Is the concept of The New Humanity an initiative towards greater sustainability?