Alpina Paint: Wall Calendar 2009

Credits:

Type of Entry: Corporate or Brand Identity
Category: Calendars
Title: THE ALPINA WALL CALENDAR 2009
Advertiser/Client: ALPINA FARBEN
Product/Service: ALPINA PAINT
Entrant Company: SCHOLZ & FRIENDS HAMBURG, GERMANY
Design/Advertising Agency: SCHOLZ & FRIENDS HAMBURG, GERMANY
Creative Credits
Name Company Position
Stefan Setzkorn Scholz/Friends Executive Creative Director
Matthias Schmidt Scholz/Friends Executive Creative Director
Dennis Lueck Scholz/Friends Creative Director
Suze Barrett Scholz/Friends Creative Director
Marco Lidzba Scholz/Friends Art Director
Michael Toennis Scholz/Friends Copywriter
Florian Kienle Scholz/Friends Account Manager
Metagate Gmbh/Hamburg Postproduction
Details
Brief Explanation:
The main challenge was to find a solution that could also serve as an in-store display and would create a buzz around Alpina wall paint.
Describe the brief from the client:
Alpina is a leading paint manufacturer in Germany. The brief was to develop an advertising medium to communicate the “Colour of the Month” marketing concept to important tradespeople (hardware stores, paint stores, furniture stores).
Description of how you arrived at the final design:
The idea was to create the world’s biggest calendar. Each month has the “Colour of the Month” printed on a 3m x 2m calendar page clearly showing just how great a newly-painted wall would look. By doing this the calendar also doubled as an interesting piece of graphic design. It was displayed in furniture stores and many building supply stores at the Alpina point-of-sale as well as in selected art galleries.
Indication of how successful the outcome was in the market:
The unusual dimensions (3m wide by 2m high) and the eye-catching display have resulted in the calendar quickly becoming a hot topic of conversation. So far it has been received exceptionally well by retailers and customers alike and Alpina has also obtained many requests for copies of the calendar.