Memento mori. It has to end for all of us, but the purpose of that phrase is not to send fear or hopelessness into the hearts of men, it’s to remind us that we have to enjoy life in all its fleeting glory. As Steve Jobs has been quoted countless times: “Death is the destination we all share. No one has ever escaped it, and that is how it should be, because death is very likely the single best invention of life.” Whether it’s just our world that’s going to end, or everyone’s – we should live life to the fullest. That seems to be what Campari are exploring in their 2012 calendar. Themed as ‘It’s the end of the world, baby!’ Milla Jovovich stars as both the bringing of doom and the celebrant of life.
All of the suspect elements are here: fire, ice, lava, tidal waves and forks of lightening. It’s a clever play on all the 2012 theories, even if we do hope they all turn out to be wrong.
Of course it’s near impossible to beat the anticipation or the resulting splash that the landing of any Pirelli offering will bring, the 2012 Pirelli calendar sure to be no exception. But creatively and conceptually Campari have done something different all together; ensuring their calendar would go into the running for a bit of wall space.
View the rest of the Campari calendar 2012 images, starring Milla Jovovich, at the gallery above.