Campari: Milla, 6

Credits & Description:

It’s The End Of The World, Baby!
Category: Calendars
Advertiser: DAVIDE CAMPARI
Product/Service: CAMPARI
Agency: EURO RSCG MILANO
Executive Creative Director: Giovanni Porro (Euro RSCG Milano)
Creative Director: Dario Villa/Erick Loi (Euro RSCG Milano)
Photographer: Dimitri Daniloff
Production: (Seasun Production)
Post Production: Alexandra Bellamy/Pierrik Guenneugues (Sparklink)
Stylist: Yann Weber
Set Designer: Hervé Sauvage
3D Specialist: Hugo Arcier for Florence Mol
Testimonial: Milla Jovovich
Media placement: Calendar - 9999 Copy Sent To Partenrs,celebrities, Press, Opinion Leaders. - 12 Months
Describe the brief from the client
Create a qualitative high-profile calendar able to:
- go beyond the physical object
- convey a trend or a subject of particular interest and importance recognised worldwide
Describe the challenges and key objectives
To create buzz worldwide around the brand, aiming to foster brand awareness, and to enhance Campari iconicity as a symbol of cutting-edge style.
Describe how you arrived at the final design
A Mayan prophecy indicates the 21st December 2012 as the ‘end of the world’ day. To exorcise this event, Campari interpreted the end of the world theme, giving a positive message: to look at the future with a positive attitude, enjoying every moment of life.
The actress wears 12 dresses, representing some possible disasters that will end the world. Needless to say, the calendar ends the 21st of December.
Compared to competitors’ calendars Pirelli and Lavazza, the Campari Calendar 2012 is based on a fil-rouge concept: every shoot is part of the story; it is not only an aesthetical treatment.
Give some indication of how successful the outcome was in the market
The Campari Calendar 2012 presentation took place on 27th October 2011, during an impactful event with the presence of the star Milla Jovovich and of the photographer Dimitri Daniloff.