Super-Max partnered with amfAR, The Foundation for AIDS Research, for its annual “Cinema against AIDS” event held during the Cannes International Film Festival. amfAR has been at the forefront in its mission, playing a catalytic role of accelerating the pace of HIV/AIDS Research and achieving real breakthroughs. The nineteenth annual “Cinema Against AIDS” event saw Super-Max as the official sponsor of the amfAR “After Party” celebrations held on the evening of May 24, 2012, at the Hotel du Cap-Eden-Roc in Antibes, France.

The 2012 amfAR Cinema Against AIDS gala raised nearly $11 million for the fight against AIDS, a record breaking total forthis annual star-studded event, held in conjunction with the Cannes International Film Festival.

Kylie Minogue, Janet Jackson, Milla Jovovich, Alec Baldwin, Bérénice Bejo, Michel Hazanavicius, Harvey Weinstein, amfAR Chairman Kenneth Cole, Heidi Klum, Gerard Butler, Antonio Banderas, Kirsten Dunst, Adrien Brody, Petra Nemcova, Mallika Sherawat, Michelle Rodriguez, Aishwarya Rai, were among those who attended the gala event.

The evening opened with a raucous performance by acclaimed indie-pop band FUN. For the first time ever, the amfAR Cinema Against AIDS gala included a fashion show, “The Perfect Black Wardrobe”,created by iconic fashion editor Carine Roitfeld. The show featured top super models including Karolina Kurkova, Kate Upton, Lily Dolandson, to name a few in looks from renowned designers like Alexander Wang, Balenciaga, Roberto Cavalli, Chanel, Christian Dior, etc. The winning bidder paid 320,000 Euros to have them made in a size of her choosing.

At Super-Max, we firmly believe that success is measured by more than just financial targets. The positive contribution that can be made to lives, communities and the environment, both through good business and actively supporting worthwhile causes is important to the long-term success of any organization. Super-Max association with amfAR is a fine example in this regard.