CRUMPLER: A BRIEF HISTORY OF HISTORY by Barnes, Catmur & Friends Auckland for Crumpler

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CRUMPLER: A BRIEF HISTORY OF HISTORY

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Industry Retail, Distribution & Rental companies
Media Design & Branding
Market New Zealand
Agency Barnes, Catmur & Friends Auckland
Executive Creative Director Paul Catmur, Daniel Barnes
Art Director Music Producer - Brad Stratton, Alison Curtis
Creative Jesse Stevens, Carlos Savage, Matt Weavers
Released December 2010

Credits & Description

Category: Calendars
Advertiser: CRUMPLER EUROPE
Product/Service: BAG RETAILERS
Agency: BARNES
Date of First Appearance: Jan 1 2011
Entrant Company: BARNES, CATMUR & FRIENDS, Auckland, NEW ZEALAND
Executive Creative Director: Paul Catmur (Barnes, Catmur & Friends)
Executive Creative Director: Daniel Barnes (Barnes, Catmur & Friends)
Creative: Carlos Savage (Barnes, Catmur & Friends)
Creative: Jesse Stevens (Barnes, Catmur & Friends)
Creative: Matt Weavers (Barnes, Catmur & Friends)
Head of Art: Crispin Schuberth (Barnes, Catmur & Friends)
Art Director: Alison Curtis (Barnes, Catmur & Friends)
Art Director: Brad Stratton (Barnes, Catmur & Friends)
Account Manager: Nick Gallagher (Barnes, Catmur & Friends)
Media placement: Calendar - Worldwide - 1 January '11-31 December '11

Describe the brief from the client
The brief from the client was to create a calendar that demonstrated the Crumpler sense of humour and that recipients would want to keep and put on their wall. Oh yeah, and that didn’t cost any money.

Internally we wanted to produce a calendar that would make the recipient turn the page to see what the next month was about and read every word.

Describe the challenges and key objectives
The challenge was

1) To be consistently funny.

2) To be visually striking without shooting anything.

2) To produce the equivalent of 13 consistent press ads in a couple of weeks.

We may have overdone the 2’s there.

Describe how you arrived at the final design
We arrived at the final design by beating the designer harder. Within minutes he had come back with the basis for the calendar and the whole creative department worked on making another 11 months that fitted in. We ended up with a spare month so we had to invent Tombuary. The month of Tombuary has yet to receive international recognition.

Give some indication of how successful the outcome was in the market
The feedback from the calendar has been fantastic, apart from my mother who was pretty lukewarm about the whole thing. People really got into it and have begun quoting sections back at the good folk at Crumpler, which is good.