Today, on Earth Day, Lavazza, working with global socially-led creative agency We Are Social, has launched a newly created color to represent the characteristic shades of the Amazon Rainforest. “The Vanishing Color” looks to educate people regarding the topic of deforestation.
Every day, the Amazon Rainforest loses more than 1 million trees due to uncontrolled deforestation: an area equivalent to three football fields. This statistic shows how much greenery is vanishing from our planet.
Since 2018, the Lavazza Foundation, in collaboration with the Cesvi Foundation, has supported more than 800 indigenous communities of the Peruvian Amazon in the Tambopata Province of Rio de Madre de Dios in the reforestation of this territory in order to tackle this problem.
Lavazza’s “The Vanishing Color” has been created in collaboration with Pantone Color Institute. It aims to raise awareness of the problem of deforestation and highlights the environmental sustainability activities carried out by the Lavazza Foundation.
Through this collaboration with these experts of all things color, a universally recognizable shade – inspired by the vegetation of the Amazon rainforest – has been created. This will become a symbol of the fight against the destruction of the lungs of the planet.
The campaign launched today, developed by We Are Social Milan, and is the first in a series of initiatives that will come to light during the year focused on environmental sustainability.
Credits: We Are Social Milan
Executive Creative Director: Alessandro Sciarpelletti
Executive Creative Production Director: Daniele Piazza
Associate Creative Director: Paulo Gonzalez e Mattia Lacchini
Creative Supervisor: Michele Vicari
Art Director: Paolo Palazzo
Junior Creative: Marta Berardini
Content Specialist: Mattia Marzulli, Margherita Benzoni, Luca Damiani
Editor Supervisor: Alessandro Romeo
Head of Client Services: Miguel Lima
Account Director: Paola Tonetti
Account Manager: Camilla Beghi
Account Executive: Andrea Dagoberto Belloni
Writer: Emma Topham
Source: We Are Social