It's the end of the world, baby! The Campari calendar 2012 makes a toast to life

Milan, Italy - 27th October 2011 - The 2012 Campari Calendar, now in its 13th edition, was unveiled in Milan, Italy, today.

Entitled It’s the end of the world, baby!, this year’s Campari Calendar takes its inspiration from the buzz around the prediction that, according to the ancient Mayan culture, the world as we know will end on 21st December 2012 and enter a transformative period. Campari’s answer to this ‘gloomy’ imaginary is to react, in an energetic and positive way, without compromises, in countertendency with the main stream. Therefore, with nothing but a blur of unknown possibilities, Campari takes a positive look at intriguing theories, and presents them visually in a series of powerful, awe inspiring photos starring Hollywood actress and supermodel, Milla Jovovich.

Set to take the audience on a stunning visual voyage, the calendar showcases Campari’s latest female protagonist in vivid shots, as she enacts hypothetical scenes about the end of the world. With scenarios inspired from modern cinematography, mythological and biblical origins, the calendar explores remarkable events from dramatic Desertification and Hurricanesto Alien Invasion and Meteorite. Posing in magnificent couture, Jovovich successfully captivates viewers as she exudes a determined attitude, evoking power and control upon the unknown, and makes a toast to life with her co star, Campari.

Campari takes this opportunity to celebrate life creatively with optimism and energy, encouraging people the world over to join them in creating passionate, memorable moments to remember, by raising a glass together.

Milla Jovovich comments on her experience:“As a model and an actress, this was an exciting new challenge for me, combining the skills to bring to life each of the hypothetical events in a theatrical, yet sophisticated way. What attracted me most to the project was the powerful inspiration behind it, as well as the positive approach of celebrating life with a special toast, with friends and family.”

One of the most interesting protagonists in international photography, Dimitri Daniloff, shot the calendar for its 13th edition. A natural choice for shooting a truly mystical story, the Parisian born photographer perfectly captures each scenario, as he sought to shape each shot piece by piece on camera, converting them into reality. A complex and long process, the vibrant production was completed by special effects, adding the final touch to bring alive each hypothesis.

Daniloff talks about his involvement. “I relish the opportunity to work with raw ideas like this, so when Campari briefed me on the inspiration, featuring a world of fantasy, it was the perfect project for me. I wanted to interpret each scenario in the most positive light, and I really seeked to recreate the events in a surreal and very choreographic way. The dresses, the styling and the set were a huge part of the real scenography, and other times it was just an elaborate hairstyle and accurate make up but, most importantly, it was Milla that was the star of the shoot, exuding ultimate glamour.”

Milla Jovovich marks a return to female stars for the Campari Calendar, following last year’s first male protagonist, Benicio Del Toro. She will now follow in the footsteps of some of the world’s most stunning women who have adorned the pages of previous Campari Calendars, including Salma Hayek, Eva Mendes, and Jessica Alba.

Bob Kunze-Concewitz, CEO of Gruppo Campari, also comments: “This year we’ve really pushed the creative boundaries as we’ve chosen to take a real imaginative look at the possibilities to come, in what is hyped as a transformative period. It is our mission as an aperitif to offer Campari lovers an intense, positive moment during this time, to celebrate whatever may happen and make a toast to life. With Milla’s mysterious, intriguing style, she was a perfect choice as the interpreter of this concept. Additionally, there was no one better than Dimitri to bring to life the mystery and fantasy that inspire the images.”

The Campari Calendar, of which only 9,999 copies are printed, will not go on sale but will be distributed to friends of Campari internationally.

The concept of It’s the end of the world, baby! was created by Euros RSCG Milano. Working alongside side Dimitri Daniloff on the project was creative directors Eric Loi and Dario Villa, led by executive creative director Giovanni Porro. The executive production was executed by SeaSun Production.

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Notes to editors:
For further information on Campari Calendar history and previous edition visit the Calendar page.

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Publishing date: 
27 Oct 2011
Last updated Feb 15 2013