12 minutes

17 photographic portraits, 17 ambassadors, 17 sustainable development goals: the Lavazza Calendar becomes an artistic megaphone for the un challenge to protect the planet by 2030.


Lavazza calendar “2030 What Are You Doing?” presented today:
Massimo Bottura, Jeremy Renner, Alexandra Cousteau, Andre Agassi and Carlo Petrini are some of the 17 ambassadors of sustainability who—in the artistic portraits by photographer Platon—encourage all citizens, institutions and companies to work to achieve the Sustainable Development Goals of the United Nations.



Milan, 29 November 2017 - What are you doing? The question asked by the Lavazza 2018 Calendar is direct and unfiltered, and it resonates powerfully in the 193 United Nations member states. This question reminds us all that 2030—the ultimate deadline identified by the UN for transforming the planet into a more sustainable place—is just around the corner. Actually, 2030 is already here in the 17 photographic portraits by Platon in the “2030 What Are You Doing?”: the new Lavazza calendar is the first artistic megaphone for the 17 Sustainable Development Goals of the United Nations (SDGs) on the global scenario. It narrates the SDGs through the concrete commitment of 17 sustainability ambassadors, men and women committed to turning food waste into a meal for the poorest people or a plastic bottle into a democratic light source, educating children, providing job training for disadvantaged young people and marginalized women, protecting the sea and biodiversity, tackling climate change and fighting for an economy respectful of nature and life. 


 What are you doing? From the chef Massimo Bottura to the American actor Jeremy Renner. From ocean advocate Alexandra Cousteau to Carlo Petrini, the founder of Slow Food. From tennis champion Andre Agassi to Jeffrey Sachs, UN Network Director for Sustainable Development, on to the creator of Blue Economy Gunter Pauli and the co-founder of Rainforest Alliance Daniel Katz. The 17 shots by Platon are portraits that dig into the soul of the 17 protagonists and all of us, presenting us with an inescapable question—2030 What Are You Doing?—and reminding us of how close 2030 is, while the road to reach the 17 goals is still an uphill battle. The 2018 Lavazza Calendar — a creative project by the Armando Testa agency — is thus a call firstly to individual and then collective responsibility.


“The question posed by the title of the 2018 Lavazza Calendar is direct and deliberately provocative. 'What are you doing?' All of us, citizens, companies, political and social institutions, are called upon to respond and commit to make a difference. The UN’s 17 Sustainable Development Goals are the way to go to protect the planet, but 2030 is ever closer and activating a virtuous thrust in all of us is more urgent that ever,” says Francesca Lavazza, member of the Company’s Board of Directors. “That is why we have decided to support the UN’s 17 SDGs and to interpret them for the first time in an artistic way thanks to Platon, a master of contemporary photography. We want to popularize this universal commitment for 2030, to disseminate and make these issues and their protagonists known; this is the only way to turn people, young people in particular, into the real game changers of the future. We want to be the founders of a positive revolution, inspire and awaken common sense, for us to be ambassadors of the change we want to see in the world.”


Jeffrey Sachs is the true inspiration behind the Lavazza Calendar “2030 What Are You Doing”. A Professor at Columbia University and Special Advisor to the UN Secretary-General, António Guterres, on the Sustainable Development Goals, Jeffrey Sachs is one of the sustainability ambassadors, portrayed by Platon together with his wife Sonia as advocates of Goal number 17: Partnership for the goals. “All 193 United Nations member states” explained Sachs, “adopted the Sustainable Development Goals in 2015, with the aim of steering the world a long way away from the growing dangers of environmental destruction and towards a future that could be one of prosperity, health, education and peace. Today, two years later, we are still a very long way away from the target of these 17 Goals, which are certainly ambitious but achievable by 2030: the key is global cooperation, the core principle that interests all of us, not just governments, but also individuals, businesses, universities and other parties in civil society. The Lavazza Calendar celebrates this global commitment and reminds us what is at stake. My hope, and also my conviction, is that it can inspire a great many other people to embrace the sustainable development cause.”



'What are you doing?' The controversial question at the heart of the 2018 Lavazza Calendar hits you straight in the eyes and penetrates your conscience, uncomfortable and unfiltered, thanks to the revolutionary objective of Platon, a British photographer and storyteller of Greek origin. He is appreciated all over the world as the “photographer of the powerful,” having portrayed and captured the soul and humanity of the most influential world leaders, business giants and show business icons. “With the Lavazza calendar ‘2030 What Are You Doing? ’ we want to put under the spotlight a new group of cultural heroes, giving them all the authority they deserve,” recounted Platon. With this project I have sought, in my role as a cultural provocateur, to trigger a respectful debate on the issues that must guide our conscience, and on the importance of positive leadership. Because here there is no negativity, and no accusations are leveled, there are only energy and passion: it is therefore a positive revolution. These are 17 extraordinary stories, which could be a source of inspiration and become the force leading a community of responsible global citizens, driven by compassion and a deep respect for service.”


Giving a face to the UN 17 Sustainable Development Goals and telling an exemplary story of inspiration for each Goal: this is the great challenge that Lavazza wanted to embark on with Platon under the creative direction of Armando Testa. “After three years of photographs of Earth Defenders — the modern heroes committed to feeding the planet in a fair and sustainable way in Africa, Latin America and South East Asia — fine-art photography speaks out about the urgency of a universal social commitment, which no-one can ignore. After Helmut Newton, Annie Leibovitz, David LaChapelle, Steve McCurry and so many other masters of contemporary photography, we identified the sensitivity of Platon, a storyteller and great connoisseur of the human soul, as being the right advocate for providing an artistic narration of the 17 SDGs. The 26th edition of the Lavazza Calendar also marks a return, after 16 years, to black and white: a processing that becomes very modern through Platon’s lens, a direct no-frills style which portrays our characters as authentically as possible. Black and white encourages reflection, deep introspection, perfect for a universal theme such as the commitment to protect the planet,” added Michele Mariani, Executive Creative Director, Armando Testa.



Lavazza, through an Integrated Communication Project, will give visibility via a television campaign of 5 video stories, to some sustainability ambassadors such as Jeffrey and Sonia Sachs, Carlo Petrini, Alexandra Cousteau, Massimo Bottura and Andre Agassi. In addition, the Lavazza 2018 calendar (available online at calls on citizens, representatives of institutions, companies and all sections of civil society to become aware and amplify the reach of the UN’s 17 Sustainable Development Goals until the 2030 milestone. As of today, thanks also to the collaboration with ASviS, you can make your commitment to be Ambassador of sustainability and contribute to the “contagion” of responsibility on social media with the hashtag #2030whatareUdoing





#2030whatareUdoing @Lavazza