Lavazza Calendar 2021

The name Lavazza usually fills us with the aroma of roasted and freshly ground coffee. However, for a photography magazine like Smart Photography, it is more about the lovely calendars that reach us every year, themed around a concept that connects humanity with nature. This year’s calendar features 13 masters of photography, with a concept dubbed ‘The New Humanity’.

The Concept

The New Humanity is the lens with which Lavazza looks at the world around us and the future that awaits us, and it takes shape in a new concept that transversally contaminates all the company’s activities in its different souls, in a coherent and integrated path. And the first expression of this new conceptual path was the advertising campaign “Good Morning Humanity” signed by Armando Testa and launched in May which repeats the significant words of Charlie Chaplin as a testimony to the need to find and accept each other, and to move forward together. This strong content, a strong creative approach and contemporary language have contributed to spreading the universal values of tolerance, progress and sustainability. All messages that are the basis of the brand’s vision.