THE 2017 LAVAZZA CALENDAR
| Title | THE 2017 LAVAZZA CALENDAR |
| Brand | LUIGI LAVAZZA. |
| Product/Service | WE ARE WHAT WE LIVE - THE 2017 LAVAZZA CALENDAR |
| Category |
G06. Photography |
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Entrant
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ARMANDO TESTA Turin, ITALY
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Idea Creation
|
ARMANDO TESTA Turin, ITALY
|
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Production
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THE BOX FILMS Milan, ITALY
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Credits
| Michele Mariani |
Armando Testa S.p.A. |
Executive Creative Director |
| Andrea Lantelme |
Armando Testa S.p.A. |
Creative Director |
| Federico Bonenti |
Armando Testa S.p.A. |
Deputy Creative Director |
| Stefano Arrigoni |
Armando Testa S.p.A. |
Copywriter |
| Michela Repellino |
Armando Testa |
Graphic Designer |
| Nicola Crivelli |
Armando Testa |
Client Director |
| Nicola Crivelli |
Armando Testa |
Client Director |
| Gina Graci |
Armando Testa |
Account Senior |
| Denis Rouvre |
Studio Rouvre |
Photographer |
| Valentin Fougeray |
Studio Rouvre |
Photographer Assistant |
| Thomas Millet |
Studio Rouvre |
Photographer Assistant |
| Julien Paris |
Studio Rouvre |
Post Production |
The Campaign
The Lavazza Calendar “We are what we live” created in collaboration with Slow Food is the final chapter in the trilogy dedicated to the Earth Defenders.
After Africa and Latin America, we celebrated Asian coffee workers and those who work the land in general, along with the relationship they have with their environment.
Only our roots tell who we truly are, so we turned people featured here in their places of origin.
In this way, wrinkles became trees; eyes, mirrors of water and clothes, landscape shreds.
Even the texts which accompany the shots respect the man/environment equation: each of the twelve is written in the first person, and gives voice to the protagonist and the location at the same time.
Creative Execution
Coherently to the project, all the material used is sustainable.
The paper is FSC-certified (Forest Stewardship Council).
The calendar’s bag is made of natural texture with leaves immersed in natural colors and printed on fabric.
The binding is manual: every copy has been bound by hand.
More over, because we are talking about Asian coffee workers, all the artwork reflects the Asian style: the “We are what we live” logo has a vertical development.
The map that tells all the journey around the east continent is printed on rice paper.
The Sundays of each month are written with ancient original pictograms taken by the local tribes.
Indication of how successful the outcome was in the market
Almost 1000 Calendars sold (Moneys go to the coffee workers and their families).
2.100.000 impressions on the #earthdefedenders hashtag.
595 articles of newspapers: 35% off-line, 65% on-line (60% in Italy, 40% abroad).
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