CHEAPEST ANNUAL REPORT IN THE WORLD by F33 Murcia for Agencia Regional De Recaudacion

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CHEAPEST ANNUAL REPORT IN THE WORLD

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Spain
Agency F33 Murcia
Released December 2009

Credits & Description

Category: Publications
Advertiser: AGENCIA REGIONAL DE RECAUDACIÓN
Product/Service: ANNUAL REPORT
Agency: F33
Date of First Appearance: Jan 1 2010 12:00AM
Entrant Company: F33, Murcia, SPAIN
Entry URL: http://arr.carm.es/Agencia/memoria/memoria2009/index.html
Media placement: Book - hand delivery and mailing - 1 january 2010

Describe the challenges and key objectives
Our first objective for this project was trying to create an annual report that the client could not reject, something that could meet four objectives, which were; economically viable, create the same impact as earlier editions, that other agencies could see how projects can be produced and be adapted to the current crisis in which we are immersed and serve as a point of interest to be viewed on the web.

Describe the brief from the client
This year, the crisis has affected virtually all the budgets of agencies and institutions in our city. Many of our clients have lowered there investments for campaigns, such as the Regional Tax Agency. They were considering not to produce their annual report this year, to reduce costs and set an example to other agencies. Our first briefing with the Regional Tax Agency began along these lines "Sorry, this year we can not produce the memory for 2010, our budget has been reduced greatly and we have other priorities." From that moment we began to work.

Describe how you arrived at the final design
The first question we asked ourselves was how could we create a 200-page book at a very low cost? We considered using the minimum possible resources for the project, hence using only one page instead of two hundred pages was our goal, with the addition of a sheet of magnifying glass to read the annual and a simple plastic bag as a means of a delivery package explaining the project, which also would serve as the cover of the annual. Ultimately we decided to make 'the world's cheapest annual report.'

Give some indication of how successful the outcome was in the market
The impact has been very positive, and not just because of the annual itself, but because we managed to create an annual report so different from what has been done previously and adapted it to the current crisis situation, in a moment when other agencies choose to abandon projects that they have spent years doing due to economical pressure. Our client has been praised for having been consistent and given an example of how to be creative and adapt and not resign in the face of adversity.