Cannes Lions

CAMPARI

EURO RSCG MILANO, Milan / CAMPARI / 2012

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Overview

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Credits

Overview

Description

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

Execution

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.

Outcome

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.

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