2014 Winners & Shortlists

The Brief

Volkswagen gave us the task to create a calendar for 2014 that could be sent to sales staff, special customers and to existing and potential new business partners. We didn’t just want to create yet another calendar while there are already thousands of thousands out there. Especially when nowadays most people actually use calendars on their phones or computers instead.

Describe how the promotion developed from concept to implementation

We decided to create a calendar that’s not really a calendar, but a stand for your phone (iphone being the most used model). The added benefit: it lasts for years. The world’s most eco-friendly calendar was born. Made of 99.9% recycled materials. For the remaining 0.1% and to offset the CO2 emissions of the production and the shipping we bought carbon-offset certificates, which in return planted trees in the Arcata Community Forrest. We also avoided unnecessary packaging so the calendar is its own parcel. A simple wrap for address and stamps holds everything together. A personal letter was included when needed.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over 1000 people are now embracing the eco-friendly mentality. The calendar with the entire PR it generated, helped to further strengthen the brand’s commitment to our planet in the consumers’ minds. In fact, it was so popular, that we are now preparing to produce an additional 10000 pieces for different phone models and other markets, as sustainably as the first ones.

Explain why the method of promotion was most relevant to the product or service

The world’s most eco-friendly calendar was born under the Think Blue umbrella, Volkswagen’s mission to become the world’s most ecologically sustainable car manufacturer. Leading by example is the key strategy to change consumer behavior.