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"I CAN CHANGE THE WORLD": the new 2022 Lavazza Calendar

11-10-2021 • EVENTS

The time for waiting and reflection is over, the time for action has come: this is the concept behind the 2022 Lavazza Calendar. The project "I can change the world", conceived and produced under the creative direction of the Armando Testa agency, conveys, already from its title, the invitation to act upon a positive change, now and immediately, through the portraits of artists and activists committed to serving noble causes.

The main characters of this calendar signed by Emmanuel Lubezki, one of the greatest directors of photography in contemporary cinema, are the stories of six artists who fight every day to improve the world through their work. Californian Ben Harper, one of the most versatile performers of blues and rock music, who has always been committed to fight social inequality and raise awareness of the effects of the climate crisis; Franco-Swiss artist Saype, a pioneer of sustainable land art and author of monumental works in favour of social cohesion; Afghan rapper Sonita Alizada, active in taking action against premature marriages and child brides; American entrepreneur and designer Shilpa Yarlagadda, who promotes female empowerment; Mexican marine biologist Cristina Mittermeier, who has become a champion of the defence of the Oceans thanks to her wonderful underwater photographs; street dancer and choreographer Shamell Bell, who fights against racism, sexism and homophobia in the streets of her native Los Angeles.

Three-time Oscar-winning photographer Emmanuel Lubezki - who acquired fame worldwide thanks to his work on films such as "Gravity", "Birdman" and "The Revenant" - was chosen to shoot the new edition of the Lavazza Calendar, not only for his acknowledged talent, but also for his ability to offer a different, more cinematographic view when it comes to the images that evoke the social and environmental commitment of the protagonists. The Mexican photographer is a master in the use of natural light and he shot the subjects outdoors, at different times of the day. The result is a series of portraits that are almost dreamlike, but firmly rooted in reality, set in places which represent symbols of the climate crisis or that are related to the personality and activity of the main characters, such as the sea for the biologist Cristina Mittermeier or the rock for a strong personality like the dancer Shamell Bell.

"With the 2022 Calendar we want to celebrate the stories of those who, with exceptional artistic talent, dedicate every day of their lives to put into practice what they believe in to make the world a better place. We want to convey a motivational message which explains the possibility of changing ourselves and, all together, of changing the world". - says Francesca Lavazza, a member of the Group's Board of Directors. 

To underline the project's objective of encouraging positive change, "I can change the world" was presented as part of The Renaissance Awards, a global prize dedicated to young international leaders in sustainability, of which we are a proud partner for this edition of the Calendar.

 

 

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