“It’s the end of the world, baby!” is the title of the latest edition of the iconic Campari calendar unveiled last week in Milan.

Inspired by the Mayan prediction that the world will end on 21 December 2012, the Italian drink company’s calendar features a series of photos where Milla Jovovich is portrayed in different end-of-the-world scenarios.

the powerful images were taken by internationally recognized fashion and advertising French photographer Dimitri Daniloff.

After Jessica Alba and Olga Kurylenko it’s now the turn of Benicio Del Toro to grace the much awaited Campari Calendar 2011.

Continuing in its tradition of striking brand imagery, Italy’s most famous red spirit, has launched three inspired reinterpretations of its label.

To celebrate its 150th birthday, Campari enlisted three contemporary artists (avaf, Tobias Rehberger and Vanessa Beecroft) for its Art Label Project: an initiative to highlight the cocktail’s long-standing love affair with the art world.

Using Campari’s notorious red hue as a muse of sorts, the three artists (one of which was a collective) took up the task of designing some knock-out new tags.

The Campari Calendar 2010 has just been released and Olga Kurylenko is this year’s featured model.

Titled Campari Milano, Kurylenko graces the calendar’s 12 months in ultra glamorous fashion.

She appears in a series of vignettes in different locations around Milan indulging in the classic Italian aperitif.