There is hardly anyone who hasn’t heard of Pirelli. Even us who can’t drive have heard of this tire brand – thanks to their famous calendar.

The company dates back to 1872, but the calendar was created in 1962. The sales had dropped, and they needed something to boost it. At that time, sexy girlie calendars were very popular among car manufacturers and mechanics. So Pirelli decided to create a calendar with semi-undressed women, but to raise it on a higher level. They hired fashion models and famous photographers – and the rest is history. For years, the calendar has been almost synonymous with soft porn. But they chose a different approach for 2016 and 2017 calendars. Instead of objectifying women, they empowered them.

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