In its new 2010 calendar for EIZO, a Japanese company that makes medical imaging high precision displays for the examination and diagnosis of radiographs, the Butter advertising agency breaks through taboos old and new to show off monthly models who aren't just thin, they're positively bony!
The fashion world has been heavily criticized of late for its historic preference for skeletally skinny models so we're not sure if Butter's calendar mocks, embraces or simply ignores the whole issue.
According to Matthias Eickmeyer, Butter's Creative Director, "Whereas craftsmen are showered with pin-up-calendars at the end of every year, this kind of present is less popular among medics." Indeed, when was the last time you saw a pinup calendar in your doctor's waiting room?
The radiographic calendar for EIZO breaks this taboo by exposing, er, a different side of the provocatively posed models clothed in nothing but a pair of high-heeled pumps. In short, says Eickmeyer, "This pin-up calendar shows absolutely every detail." And it's showing it again for 2011: EIZO is re-releasing the x-ray pinup calendar for 2011, available at EIZO (within Germany only) for 69,90 euros each.
All those who, as young lads, always wished they could look at girls with x-ray eyes, sorry to burst your bubble. When reality bites, it bites right to the bone. (via Advertolog and Gigazine)