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The Campari calendar 2012 makes a toast to life 23/01/2012

The star of this year’s Campari Calendar, now in its 13th edition, is Hollywood actress and supermodel Milla Jovovich. Titled ‘It’s the end of the world, baby!’, the calendar takes its inspiration from the buzz around the prediction that, according to the ancient Mayan culture, the world as we know it will end on 21st December 2012 and enter a transformative period. Campari’s answer to this gloomy image is to react, in an energetic and positive way, without compromises, in countertendency with the mainstream. 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 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 Hurricanes to 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 now follows 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 is one of the world’s iconic artistic calendars. Distributed in international limited edition of only 9,999 copies it is a small, collectible luxury for the happy few that receive it, and is a tribute to the world class talent and photographers that make it come to life every year.  

About Campari
Campari is a contemporary classic. The recipe, which has remained unchanged, originated in Novara in 1860 and is the base for some of the most famous cocktails around the world. Campari is an alcoholic spirit obtained from the infusion of bitter herbs, aromatic plants and fruit in alcohol and water. With its distinct colour, aroma and flavour, Campari has always been a symbol of passion - passion that expresses itself in terms of seduction and sensuality. These are the values that have made the Campari brand famous throughout the world as an icon of Italian style and excellence.