Lavazza & Pantone Color Institute highlight deforestation in the Amazon, with launch of The Vanishing Color

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

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