It's the end of the world, baby!

2012 will be an interesting year for us. The Mayan prediction that the world will end on December 21, 2012 and that a distant planet Nibiru will collide into the earth and smash us all up will inevitably create some great publicity angles for products over the world. Campari release a calendar each year and they have monopolised on the worlds end predictions, which for an alcohol brand is clever to encourage people to enjoy life and create memorable moments.

Campari takes a positive look at intriguing theories, and presents them visually in a series of powerful, awe inspiring photos starring Hollywood actress and supermodel, Milla Jovovich.

The calendar showcases Campari's latest female protagonist in vivid shots, as she enacts hypothetical scenes about the end of the world. With scenarios inspired from modern cinematography, mythological and biblical origins, the calendar explores remarkable events from dramatic Desertification and Hurricanes to Alien Invasion and Meteorite.

Milla Jovovich comments on her experience: " What attracted me most to the project was the powerful inspiration behind it, as well as the positive approach of celebrating life with a special toast, with friends and family."

Milla Jovovich marks a return to female stars for the Campari Calendar, following last year's first male protagonist, Benicio Del Toro. She will now follow in the footsteps of some of the world's most stunning women who have adorned the pages of previous Campari Calendars, including Salma Hayek, Eva Mendes, and Jessica Alba.

Bob Kunze-Concewitz, CEO of Gruppo Campari, said "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 is hyped as a transformative period."

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.

I’m looking forward to see how other brands will interpret some creative marketing into the end of the world. Imagine the NYE party for 2013!