Campari Calendar Celebrates 10 Years of Red Passion

Jessica Alba and Campari CEO Bob Kunze-Concewitz

MILAN, Dec 5, 2008 / FW/ — When Campari launched its 2009 calendar featuring Jessica Alba, the company also traced its journey from 2000 when it marked the beginning of the Campari Calendar that would become a yearly offering and celebration.

Nicknamed Red Passion, the Campari Calendar would become an illustrations piece of communication for the brand. Red Passion is the fil rouge; the shared attribute linking each different edition of the Campari Calendar.

The way in which this passion is evoked has evolved through the years, uniquely captured by each internationally renowned photographer that has collaborated with Campari. Each Calendar star has also succeeded in depicting Campari’s characteristics distinctively through her fascinating allure and beauty.

The images in the first years of the Campari Calendar build a fictitious, surreal and imaginary world, enveloped in sensuality and passion. In the later years, the calendar’s images evolve to portray aspects which are more concrete and tangible, without losing their element of fantasy and originality.

Campari Calendar images progressed to increasingly project the passionate intensity which characterizes the present-day world of Campari. The Campari Calendar has become a contemporary creative expression, which simultaneously maintains Campari’s communication tradition, drawing on the boldness and expressivity for which Campari is renowned as well as the artistic appeal that has been present throughout its rich history of communication.

Last Tuesday, Campari CEO Bob Kunze-Concewitz presented the 2009 Campari Calendar and its star Jessica Alba to Milan’s elite and social set at the La Permanente.

Campari will celebrate 2009 with the beautiful images of the Club Campari Calendar, captured through the celebrated lenses of Mario Testino.