Born in 1969, Turin, he has always nurtured a magnetic attraction towards art and creativity. This passion has sublimated her in her professional career in the Lavazza Group , of which she is a member of the board of directors.

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.

Ami Vitale has documented the wild nature and poachers of Africa, recounted the conflicts between man and the environment and engaged in initiatives to save the Northern white rhino and reintroduce pandas into their habitat. Her philosophy of "living history" brought her to over 100 countries, where she lived in mud huts and war zones, contracted malaria and disguised herself as a panda to tell her secret life (Ami Vitale is author of the best seller "Panda Love").

"Nature is the work of art par excellence - commented Francesca Lavazza, member of the company's Board of Directors

For Ami Vitale, the Good to Earth calendar «is the dream project. After telling about war, poverty or health in over a hundred countries, what really struck me was that, in the end, the outcomes of any story are conditioned by nature - he says -. Losing a piece of nature has an effect on each of us, we need nature to survive, it is not nature that needs us. In a world with more than seven billion people we must begin to see ourselves as an integral part of the landscape and deal with it ».

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.

"Today there is a great need for a positive art that is not an end in itself, but capable of leaving a mark, inspiring, moving consciences. This is why the positive art of 'Good to Earth' opposes the one-way narration of the Earth as a 'sick patient' and chooses to tell examples of virtuous behavior and environmental requalification, which we hope will infect people, especially the younger ones, and inspire a direct commitment to safeguard our planet ", explains Francesca Lavazza

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 Lavazza Calendar , now in its 27th edition, is created under the creative direction of the Armando Testa agency and was presented in Turin at Nuvola Lavazza on 21 November.

what really struck me is that, in the end, the outcomes of any story are conditioned by nature. And losing a piece of nature has an effect on each of us. As a photographer, the more I tell people and their problems, the more I realize I'm photographing nature "

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.

But you know, good projects are a bit like cherries, one leads to another. Thus the Lavazza Calendar 2019 (available online at lavazza.it) launches a photographic call to action to personally participate in the "Good to Earth" mission.

We Are Social and Doing dealt with digital and influence relations, Video content by  Stand by Me .

The creative directors for Armando Testa are Andrea Lantelme and Federico Bonenti, the copy bears the signature of Stefano Arrigoni. Production of The Box Films. Edelman Italia, Burson-Marsteller Italia and  Studio Suitner have collaborated in communication and press office activities.

“After the edition dedicated to the 17 United Nations Sustainable Development Goals, the Lavazza Calendar continues to be one of the highest symbols of the union between art and social commitment. With Good to Earth we have chosen to witness how there is good on Earth ”.

For Armando Testa, under the creative executive direction of Michele Mariani, creative directors Andrea Lantelme and Federico Bonenti , copy Stefano Arrigoni and graphic designer Michela Repellino worked on the Lavazza campaign and calendar .

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. The care for our future, the fight against climate change and the protection of biodiversity thus become poetic images and at the same time a call to action for all of us.

And it is also the reason why a "photo call to action" was launched, which invites people to take photos that document good practices with respect to environmental protection, which will then be posted on social networks with the hashtag #GoodtoEarth .

"Human beings - says the photojournalist - need Nature, but Nature does not need us". In his 12 shots, six artists were involved, with their works, created in six different nations of the world, which were first photographed immersed in Nature, followed by the same landscape seen from another angle. The combination is breathtaking especially in

In his long career, Vitale has told the most pristine corners of the world, with the aim, above all, of communicating how much the safeguard of the planet is fundamental for human life itself.

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  

“Good to Earth establishes an artistic balance between nature art and photographic narration. Thus, the structure is that of a leaf through magazine that tells, over the 12 months, six good projects for the Earth through the extraordinary photographs of Ami Vitale: six shots of the works immersed in nature and six emblematic shots of these places where the Good-to-Earth projects have come to life and the works have been realized ", declares Michele Mariani, Executive Creative Director of Armando Testa.

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 care for our future, the fight against climate change and the protection of biodiversity thus become poetic images and at the same time a call to action for all of us.

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.

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.

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

"Today there is a great need for a positive art, not an end in itself, but capable of leaving a mark, inspiring, moving consciences. This is why the positive art of Good to Earth opposes the one-way narration of the Earth as a 'sick patient' and chooses to tell examples of virtuous behavior and environmental requalification, which we hope will infect people, especially the younger ones, and inspire a direct commitment to safeguard our planet ”.

and thus tell the good news for the Earth: that is those virtuous projects of reforestation, protection of biodiversity,

The photographs of the photographer Ami Vitale document the works of the artists Hula (Switzerland), Mantra (Kenya), Saype (Colombia), Gomez (Thailand), Millo (Belgium) and Gerada (Morocco)

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

Her philosophy of "living history" brought her to over 100 countries, where she lived in mud huts and war zones, contracted malaria and disguised herself as a panda to tell her secret life (Ami Vitale is author of the best seller "Panda Love").

Nature is the work of art par excellence, but in the Lavazza Calendar it also becomes a blank canvas on which you can engrave your love and commitment to the environment. So with an unconventional mix between the art photography of Ami Vitale and six works of nature art, a contemporary art form totally immersed in nature, we tell the Good to Earth projects that are good for the Earth. Good news of which today 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 ", comments Francesca Lavazza, member of the company's board of directors.

And the images of the American photojournalist celebrate the good news coming from the Earth and the Earth, identified all over the world together with the United Nations Environment Program (UNEP).

The Lavazza Calendar , now in its 27th edition, is created under the creative direction of the Armando Testa agency .

instead, appears the portrait of a woman, perhaps a warrior, perhaps the last exponent of a primitive tribe threatened by deforestation , portrayed on plexiglass plates, a peculiar technique that allows her body to appear and disappear among the vegetation , as if it were actually there. Hidden and waiting to find out what will be of his future.

a symbol not only of Lavazza , but also of the fact that our future belongs to us and it is up to us to defend the earth, even with small daily gestures.

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 ».

to tell and share, despite what unfortunately happens on the environmental front, good news for the Earth, virtuous projects that are silently carried out in different areas of the world

"In a world with more than 7 billion people we must begin to see ourselves as an integral part of the landscape," comments Ami Vitale, American photographer of the National Geographic Magazine.

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

The American photographer Ami Vitale signs the 2019 edition of the communicative project of the Turin coffee brand.

The work is made up of six oil-painted plexiglass sheets up to 120cm high Photograph: Ami Vitale/2019 Lavazza calendar

symbolising the future generations who face challenges such as climate change and melting glaciers

The work was created using non-toxic, 100% biodegradable materials and portrays two children sheltering under a blanket

‘These mountains instil a sense of respect at first glance. Yet, when we reflect that the glacier has shrunk considerably in just a few years, it is easy to see how much it needs to be protected. We are at a crucial juncture for action’ – Hula Photograph: Ami Vitale/2019 Lavazza calendar

project represents not only quality coffee but peace and redemption for the local community.

Artist SAYPE artiste embodies our Good to Earth mission in a landscape painting set amongst the coffee plantations in the rolling hills of Huila, Colombia.

aiming to spread the good news about efforts to protect the environment.

he photos were taken in six countries: Thailand, Morocco, Kenya, Switzerland, Colombia and Belgium, by Italian photographer Ami Vitale.

LAVAZZA IS MORE THAN JUST COFFEE.

The six works are inspired by six good projects for the Earth, identified by Lavazza and the United Nations Environment Program on four continents and six countries: from Colombia to Switzerland and from Kenya to Thailand, via Belgium and Morocco.

  The “Good to Earth” Calendar, a creative project by Armando Testa, will make its debut on November 21st in Turin, in the Nuvola Lavazza. The event will reveal the photographs by Ami Vitale and the original works of nature art installations produced by six artists, each using a different technique, which become an integral part of the landscape, in harmony with the ecosystem and vegetation.

The Lavazza Calendar “Good to Earth” tells the story of the good example set by people who are committed to protecting the planet, in the form of photographs by Ami Vitale and six works of art set in the natural environment. Because, despite everything, there is goodness on Earth.

Turin, October 29th, 2018 - Nature becomes art in the 2019 Lavazza Calendar

That is why the positive art of Good to Earth works against the one-way narrative of the Earth as a sick patient and chooses instead to tell stories of virtuous behaviour and environmental requalification, which, it is hoped, will have an influence on people, and young people in particular, inspiring them to make their own commitment to protect the planet.

In Colombia, Maria Paula is the young girl portrayed lying on the grass in a painting that measures 8,000sq m. She is using her hands to protect a coffee bush, symbolising the desire to take care of her own future and that of the local area as a whole.

“It is an original mix of the story told in pictures by Vitale and the works of internationally famous urban artists who have embarked on what can only be described as a process of co-creation with the environment,” said Francesca Lavazza, curator of the Lavazza Calendar, and a member of the board of directors of the company.

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 spaces have been identified throughout the world in partnership with the United Nations Environment Programme (UNEP), which can contribute to protecting nature and therefore the planet.

The photographs by Vitale document the nature art of Hula (Switzerland); Mantra (Kenya); Saype (Colombia); Gomez (Thailand), Millo (Belgium) and Gerada (Morocco).

These are the six art installations, set in the environment - forests, deserts, glaciers and cities - featured in the 2019 Lavazza Calendar, Good to Earth.

The commercial tells the story of the journey that Lavazza’s new bio-organic coffee takes from its place of origin to us, through a series of videos that alternate between man and his environment in a natural and surprising way. The screens where different images chase each other and merge are the very hands themselves: different every time, belonging to men, women and children, they talk about life lived, dedication and experience.

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.

With executive creative direction from Michele Mariani, creative directors Andrea Lantelme and Federico Bonenti, copywriter Stefano Arrigoni and graphic designer Michela Repellino worked on the campaign and calendar for Armando Testa.

Their artistic endeavors viewed from the lens of the famous American photo reporter Ami Vitale reinforce important messages in defense of the planet, celebrating the places in the world where man’s intervention is bringing good news for the Earth.

Giant posters and outdoor for the new campaign “Good to Earth” are on display in the city, in international European and Italian airports and in the press