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Brief Published: 24 Oct 2012

Lavazza’s Social 2013 Calendar


Italian coffee brand Lavazza is known for its creative collaboration with artists, models and photographers on a yearly calendar since 1993 that expresses the brand’s investment in arts. In 2013, the project is going digital.

Lavazza’s 2013 calendar, titled Opera Viva, is a two-minute video installation depicting 12 evocative themes from an entire year condensed into one day. Italian director and digital artist Marco Brambilla will head the project and use images and videos submitted by the public to redefine the limitations of time.

Users can submit content through multiple social networking sites using the hashtag #OperaViva and eventually download the digital calendar and personalise it for an experience unique to them (see our Consumer Creators Industry Trend for more on creative consumers and brand participation).

Previous collaborators include photographers Annie Leibovitz and Ellen von Unwerth. But as the brand’s first foray into digital art, we are expecting fresh and cutting-edge work.