The story starts in Italy, in a bar, and takes life from the question of a tourist that asks the bartender to taste the “real Italian coffee”. The question causes an intriguing and funny effect where characters from different parts of the world suggest the answer to the woman’s question. The chain closes in the café from the beginning where the bartender reveals that the true Italian coffee is Lavazza.
"I cannot bear to live in a world that destroys natural resources" Luigi Lavazza, 1935.The aim of the company, from its founder to the present day, has always been to create a seamless cycle in which product and process innovation, qualitative excellence and sustainability feed off one another.In 2017 Lavazza affirmed this commitment even more forcefully by supporting the 17 Global Goals, so establishing itself as a leading player in sustainability and spreading awareness of the message of UN all over the world but above all in Italy, where until last year, 7 out of 10 Italians did not know the Global Goals, but always where 84% declared themselves in favor of policies for sustainable development (Report of the European Observatory on Security, by Demos & Pi).That’s why we turned Calendar, the most important CSR project of Lavazza, in an artistic megaphone.
Print advertisement created by Armando Testa, Italy for Lavazza, within the category: Non-Alcoholic Drinks.