The 2013 Lavazza Social Calendar 1/365 appears exclusively online and is open to the public, so it is not subject to any particular restrictions or regulation imposed by TV stations, broadcasting companies, etc.

The project was launched during Turin Social Media Week, September 2012. From then people were invited to participate by uploading videos and photos based on the 12 involving briefs written by the artist Marco Brambilla.

The briefs with specific guidelines for each segment of the calendar, were launched simultaneously in the online platform design, website, mobile app, blogs, Facebook, Instagram and Twitter. All the UCG where shown in the social flow of the website. The integration of digital media and the appeal of the project created an amazing response on offline media too.

We received more than 30,000 contributions, made up of photos and videos. One month after the release of 1/365 there were 20,000 “likes” on the Facebook page “Espress yourself”. 25,000 web articles. Newspapers and newscasts talked about it both in Italy and in the rest of the world. And, exceptionally, 1/365 will leave the web to feature in art fairs and exhibitions.