Campari is using its traditional calendar to test the superstitions of Penelope Cruz, who appears in this edition along with black cats, the number 13, broken mirrors and surrounded by ladders.
Presented Tuesday in Milan, the brand wanted to take advantage of this occasion to convince people that "believing in the one's own possibilities" is what "allows any superstition to be overcome", Campari said.
Cruz, immortalized by photographer Kristian Schuller in 13 images, tests this thesis in the calendar, where she had to pose in scenes that evoke "intriguing and mystical superstitions", such as that black cats and broken mirrors bring bad luck, along with walking under a ladder or stepping on cracks in the sidewalk.
In the scenes, Cruz always appears wearing intensely red dresses and shoes by fashion designers like Monique Lhuillier and Salvatore Ferragamo.
Film director Pedro Almodovar's muse said, meanwhile, that she enjoyed the photo sessions and found the "issue of superstitions very intriguing and stimulating".
"As an actress, they often pose challenges to me of describing the indescribable, and this photo shoot was no different. We created a character who had to show a strong and positive attitude, and really get to the heart of each superstition and dissipate these myths by promoting confidence."
The Calendario Campari 2013, of which only 9,999 copies are being printed, will not go on sale and will be distributed only among friends of the brand.