{"id":12153,"date":"2024-04-18T16:28:40","date_gmt":"2024-04-18T14:28:40","guid":{"rendered":"https:\/\/www.armandotesta.it\/project\/lavazza_tierra_bio_organic\/"},"modified":"2024-04-19T10:55:25","modified_gmt":"2024-04-19T08:55:25","slug":"lavazza_tierra_bio_organic","status":"publish","type":"project","link":"https:\/\/www.armandotesta.it\/it\/project\/lavazza_tierra_bio_organic\/","title":{"rendered":"Lavazza \u00a1Tierra! Bio-Organic"},"content":{"rendered":"","protected":false},"featured_media":18903,"template":"","project_category":[9930],"client":[10006],"hub":[],"media_type":[9964,9968,9970],"unit":[],"class_list":["post-12153","project","type-project","status-publish","has-post-thumbnail","hentry","project_category-food-beverage","client-lavazza","media_type-digital","media_type-out-of-home","media_type-print"],"acf":{"title":"Bio-Organic","subtitle":"Lavazza \u00a1Tierra!","text":"

 <\/p>
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Land art, musica e ambiente si fondono nel nuovo progetto a firma Armando Testa, nato per raccontare la natura sostenibile di Lavazza ¡Tierra! Bio-Organic.<\/p>
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Un viaggio intorno al mondo alla scoperta degli impegni della Fondazione Lavazza che hanno ispirato le tre nuove referenze di ¡Tierra! Bio-Organic, attraverso il talento visionario dell’artista franco-svizzero Saype.<\/p>
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Un film con taglio lungo per raccontare la gamma e tre 15” verticali dedicati ognuno a un prodotto specifico: ¡Tierra! For Amazonia, nato per supportare la Riforestazione, ¡Tierra! For Africa per sostenere la formazione dei giovani, ¡Tierra! For Planet per rispondere al cambiamento climatico.<\/p>
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Sulle note della canzone “With my own two hands” riarrangiata per questa occasione da Ben Harper, si susseguono opere di land art a impatto zero. Le parole di Ben Harper “I can change the World, with my own two hands” accompagnano capolavori giganti e mozzafiato che rappresentano e magnificano diversi protagonisti della Fondazione Lavazza, immersi nella natura: J. Cesar Rolin Pacaya “Guardiano della Foresta Amazzonica” in una porzione di Perù, Sheila Ampumuza “Formatrice di Giovani Imprenditori” nel deserto e Riina Mejia “Imprenditrice di Coffee&Climate” alle pendici di un vulcano.<\/p>
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Il viaggio di Lavazza ¡Tierra! Bio-Organic continua poi con una quarta opera che mette in scena il key-visual della campagna e che ritroveremo anche in stampa, affissione e digital. Due braccia che nascono idealmente dalla natura circostante e che sorreggono il mondo intero. Un gesto di cura e protezione per simboleggiare la fragilità del nostro pianeta e contemporaneamente l’impegno sostenibile di Lavazza (e della Fondazione), sul quale una coppia di giovani si gode una tazzina di caffè.<\/p>
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Perché le scelte che facciamo – come recita la speaker – possono cambiare il mondo.<\/p>
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L’hashtag #icanchangetheworld, infine, sottolinea come il film sia il primo di una serie di progetti che vedranno la luce nelle prossime settimane e nei prossimi mesi.<\/p>
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