The Italian coffee company Lavazza has unveiled the 2012 edition of its collectible calendar. Each year, the calendar is shot by a world renowned photographer, but to celebrate the 20th edition, Lavazza used 12 photographers who had shot previous calendars, asking them to create a self-portrait.
The Lavazzers is the name of the twentieth edition of the Lavazza Calendar, which in celebration of such an important event reunites 12 of the masters of photography that helped to make the Lavazza Calendar such a success over the years: Erwin Olaf; Thierry Le Gouès, Miles Aldridge, Marino Parisotto, Eugenio Recuenco, Elliott Erwitt, Finlay MacKay, Mark Seliger, Annie Leibovitz, Albert Watson, David LaChapelle, Ellen von Unwerth.
They put themselves enthusiastically into play, celebrating their most intimate relationships with the Lavazza coffee through self-portraits. The 12 photographers, just like any closely knit team, were led by the Armando Testa agency, which was in charge of producing also this edition of the Lavazza Calendar. The photographers interpreted themselves in innovative, unusual and imaginative shots.
Francesca Lavazza, Corporate Image Director of the Group said: “Every year the Lavazza Calendar experiments with new artistic trends and different themes interpreted by an international artist. In an edition which is so important and significant for our communications, we wanted to turn the tables and ask the great photographers to create self portraits inspired by our espresso: the result is truly exciting.”
Michele Mariani, Executive Creative Director of Armando Testa Agency said: “It was incredible to work with these great talents, managing to capture the relationship between their personalities and coffee in each photograph. It was almost like a return home, or even better, a new interpretation of Espress Yourself, so close to the heart of Lavazza.” [via Lavazza]