It's the End of the World, Baby!

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Oct 27, 2011, 07:00 ET

MILAN, October 27, 2011 /PRNewswire/ --

The Campari Calendar 2012 Makes A Toast To Life

The 2012 Campari Calendar, entitled It's the end of the world, baby!, was unveiled in Milan today.

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Now in its 13^th edition, this year's iconic Campari Calendar is inspired by the many prophesies that in 2012 the world will see a global transformation leading to the end of the world as we currently know it. With nothing but a blur of unknown possibilities, Campari takes a positive look at intriguing theories, and presents their vision in a series of powerful, awe inspiring photos starring Hollywood actress and supermodel, Milla Jovovich.

"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 could be a transformative period. It is our mission as an aperitif company to offer Campari lovers an intense, positive moment during this time, to celebrate whatever may happen and take a toast to life. With Milla's mysterious, intriguing style, she was a perfect choice as the interpreter of this theme," comments Bob Kunze-Concewitz, CEO of Gruppo Campari.

From hurricanes to volcanic explosions, this year's Calendar showcases Milla Jovovich in 13 vivid shots, all representing different hypotheses about the end of the world. It is the anticipation of these possible events that inspire the Calendar, and Campari takes this moment to celebrate life with optimism and energy, encouraging people the world over to join them in creating passionate, memorable moments to remember, by raising a glass together in a toast to life.

"As a model and an actress, this was an exciting new challenge for me, combining the skills to bring to life each of the hypotheses in a theatrical, yet sophisticated way," Milla Jovovich comments.

Campari chose one of the most interesting players in international photography, Dimitri Daniloff, to shoot the Calendar for its 13th edition. An obvious 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.

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.

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SOURCE Campari