Milan, the players and the sets of the Campari Calendar 2010

The Campari Calendar 2010 is a story. Milan, at once dynamic, languid and demanding, is the common thread and background to the stories that the photos taken by Simone Nervi represent. In every shot, the subject, the Campari woman interpreted by the seductive Olga Kurylenko, is reinvented with new passion and, of course, a Campari aperitif. Through the calendar, Olga is transformed, and with her the city, the only constant being the passion of the twelve Campari women she interprets.

Campari Milano, Campari’s eleventh calendar, speaks to us through the simple but captivating, modern and sophisticated fascination of places, intriguing moments and the city’s most absorbing ritual: the aperitif. In this series of dramatic images, Campari takes centre stage, breathing passion into every picture.

We are on the historic tram 609. Olga is at the centre of the action. We follow her. Little by little Milan reveals itself to us, and together with Campari, creates the setting for every shot. Campari and Milan, resolute and seductive, both live in the gaze of Olga Kurylenko. Like the Campari woman, Milan shows and hides itself, winks and withdraws, daring us to continue following her.

This is how the story of Campari Milano begins.

Our muse is observed by men won over by her audacity, accompanying her through the city streets, its fashion studios, apartments and most elegant private gardens, some of the most symbolic spots for aperitifs. The fountain in Piazza Cairoli, Sforza Castle, the historic dairy in via Vigevano, the centre of bohemian Milan, and the central station are tinged with red.

“Olga was a natural choice: an international actress, with great charm, grace, elegance and sensuality that represents the perfect incarnation of the Campari brand,” says Bob Kunze-Concewitz, CEO of Gruppo Campari. “Olga is the ideal woman to embody and express the worlds, values and naturally the passion of Campari.”

Olga Kurylenko came to international fame as the character ‘Camille’ in the most recent James Bond film Quantum of Solace, which followed her success in films as diverse as Paris Je T’Aime, The Ringfinger, Max Payne and Hitman. She returns to the big screen in 2010 in the action adventure film Centurion, by Neil Marshall, and in the leading role in the Franco-Israeli thriller Kirot. She also will be seen starring in the role of ‘Ildiko’ Roland Joffe’s latest film There Be Dragons, currently filming in Argentina. Her future projects include a leading role in a yet untitled Terrence Malick project.

“It was a truly unique experience. I was delighted and intrigued by Campari's proposal: to play the Campari woman and interpret the essence of Red Passion. For me, Red Passion is a lifestyle full of vitality and confidence, it’s about feeling and expressing emotions. I have a great passion for life and for the work that I do, I enjoy being constantly active. For this reason, I feel a sense of affinity with Campari, which like me is dynamic, passionate and cosmopolitan.”

In keeping with its experimental approach to the arts, Campari chose the young up-and-coming Italian photographer Simone Nervi to immortalise the beautiful Olga Kurylenko. He works with image and bodies, moulding and changing them to show the observer his deep passion for reality, its form and representation. “Working with Campari and with Olga was an opportunity to experience a host of new stimulus,” says Simone Nervi. “Campari’s passion in the world of the aperitif, the imposing backdrop of Milan and Olga’s chameleon-like magnetism are the natural protagonists of the photos. The use of digital technology – which is a distinguishing feature of my work – allows me to accentuate the contemporary and compelling world of the aperitif, the creator of which Campari undisputedly takes centre stage.”

A limited run of 9,999 copies of the Campari Calendar 2010 is being printed, to be distributed worldwide.

Campari is imported, marketed and distributed by Farsons Beverage Imports Company Limited, a subsidiary company of the Farsons Group of Companies.