Alcoholic Anonymous: "The “One Day At A Time” Calendar" Direct marketing by JWT Brazil

Category: Calendars
Advertiser: ALCOHOLICS ANONYMOUS
Product/Service: ALCOHOLICS ANONYMOUS
Agency: JWT BRAZIL
Executive Creative Director/Creative Director: Roberto Fernandez (JWT)
Executive Creative Director: Ricardo John (JWT)
Crative Director/Creative Director: Fábio Brandão (JWT)
Copywriter: Pedro Furtado (JWT)
Art Director: Fábio Santoro (JWT)
Art Buyer: Art Buyer (JWT)
Account Manager: Luciana Rodrigues (JWT)
Account Supervisor: Carla Magro (JWT)
Account Supervisor: Adriana Assumpção (JWT)
Chief Operating Officer/Head Of Media: Ezra Geld (JWT)
Media: Ricardo Medeiros (JWT)
Media: Bruno Narchi (JWT)
Media: Gabriel Igima (JWT)
Planner: Fernand Alphen (JWT)
Graphic Producer: Flavio Schaefer (JWT)
Graphic Producer: Flavio Collela (JWT)
Graphic Producer: Maira Chinaglia (JWT)
Communication Coordinator/Advertiser Supervisor: Silvio Magalhães (Alcoholics Anonymous)
Media placement: Calendar - Mailing - April 12, 2012

Describe the brief from the client
To develop a calendar for the Alcoholics Anonymous to be distributed among members and supporters of the institution.

Describe the challenges and key objectives
The calendar was supposed to be a constant reminder of one’s fight against alcoholism.

Describe how you arrived at the final design
The whole work was inspired by the AA motto: 'Take it one day at a time'. We developed a traditional daily calendar with only one difference: it had the layout of a monthly calendar. Instead of 1 month, each page displayed 1 day. And instead of 1 day, each box displayed 1 hour.

Give some indication of how successful the outcome was in the market
We took a true and powerful message and made a calendar out of it. It became an instant success among AA members and a second print has already been ordered by the client.