Coffee is a pleasure.
If it isn’t good, what kind of pleasure is it?
This historic advertising claim has always been part of Lavazza’s identity, evolving over time from heritage to legacy. Pleasure permeates the coffee experience: it goes beyond the excellence of taste; it is a uniquely Italian emotional code that transforms such a “small” moment into a lifestyle, a ritual, an identity.
And so “Pleasure Makes Us Human,” the concept behind Lavazza’s current global campaign, is also featured in the 2026 Calendar to showcase pleasure from an original Italian perspective. A pleasure far removed from stereotypes, postcard-perfect landscapes, and 1960s imagery, diving into a new modernity.
The Calendar is a journey through an authentic and elegant Italy. Twelve moments of pleasure, small yet intense; twelve snapshots of slow living, unexpected corners, and simplicity, that capture contemporary Italian Dolce Vita. The calendar is signed by Alex Webb, a master of international photography and a member of Magnum Photos since 1979. An artist of light, color, and complexity, he creates layered images that weave narratives across multiple levels, maintaining impeccable compositional originality and conveying the sense of cozy pleasure that an Italian-style coffee is capable of evoking.
If it isn’t good, what kind of pleasure is it?
This historic advertising claim has always been part of Lavazza’s identity, evolving over time from heritage to legacy. Pleasure permeates the coffee experience: it goes beyond the excellence of taste; it is a uniquely Italian emotional code that transforms such a “small” moment into a lifestyle, a ritual, an identity.
And so “Pleasure Makes Us Human,” the concept behind Lavazza’s current global campaign, is also featured in the 2026 Calendar to showcase pleasure from an original Italian perspective. A pleasure far removed from stereotypes, postcard-perfect landscapes, and 1960s imagery, diving into a new modernity.
The Calendar is a journey through an authentic and elegant Italy. Twelve moments of pleasure, small yet intense; twelve snapshots of slow living, unexpected corners, and simplicity, that capture contemporary Italian Dolce Vita. The calendar is signed by Alex Webb, a master of international photography and a member of Magnum Photos since 1979. An artist of light, color, and complexity, he creates layered images that weave narratives across multiple levels, maintaining impeccable compositional originality and conveying the sense of cozy pleasure that an Italian-style coffee is capable of evoking.
Year
2026
