It defines optimistic tireless , Francesca Lavazza . And in his case optimism is not so much "the salt of life" as it is sugar. Yes, because Francesca is part of that family that has made the Italian espresso more known to the world.

Twelve shots, collected in a new magazine format - to hang like the classic calendars or to be preserved and browsed - in which are also represented the six site-specific installations and works of art of “nature art”, created with zero-impact techniques , from the six artists from all over the world.

The ambitious challenge of the 2019 Lavazza Calendar is to talk to the younger generations with an innovative visual communication language, to move them and to overturn the principle that "good news is not news".

The goal is the realization of a collective photographic reportage that tells about positive human actions that express respect for nature and for the Earth.

The goal is the realization of a collective photographic reportage that tells about positive human actions that express respect for nature and for the Earth  

The ambitious challenge of the 2019 Lavazza Calendar is to talk to the younger generations with an innovative visual communication language , to move them and to overturn the principle that "good news is not news".

The artistic interventions, seen through the lens of the famous American photojournalist Ami Vitale, support important messages to defend the planet, celebrating the places in the world where human intervention is bringing good news for the Earth.

Nature, art and 'good news' for the Earth are the protagonists of the new Lavazza 2019 'Good to Earth' calendar: reforestation, protection of biodiversity, conversion of industrial areas into green areas, virtuous projects for sustainability and safeguarding of the territory seen

the good news for the Earth: virtuous projects reforestation, biodiversity protection, conversion of industrial areas into green areas.

Good news today - he continues - there is a great need: positive examples of virtuous behavior, stories of personal redemption and environmental redevelopment that we hope will infect people, especially the youngest, and inspire a direct commitment to safeguard our planet ».

the Lavazza 2019 Calendar continues to focus on sustainability and power of the binomial art and social commitment

12 shots of virtuous projects that reach deep into the heart

LAVAZZA IS MORE THAN JUST COFFEE.

In Good to Earth, nature becomes art to inspire behaviour that respects the environment It does so through a contemporary art form that is totally immersed in nature.

The Lavazza ¡Tierra! Bio campaign launch features hands as the main character of the communication: they are the ideal symbol for the ¡Tierra! Brand and sum up work and sustainability.