MINI RACING CALENDAR 2011 by Frontage for BMW

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MINI RACING CALENDAR 2011

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Industry Stationery
Media Design & Branding
Market Japan
Agency Frontage
Creative Director Yutaka Murakoshi
Art Director Kei Fujiya
Copywriter Hide Kosugi
Designer Masayuki Yakou
Illustrator Yutanpo Shirane
Released May 2010

Credits & Description

Category: Calendars
Advertiser: BMW JAPAN
Product/Service: MINI CALENDAR
Agency: FRONTAGE
Date of First Appearance: Nov 1 2010
Entrant Company: FRONTAGE, Tokyo, JAPAN
Creative Director: Yutaka Murakoshi (Frontage)
Art Director: Kei Fujiya (Frontage)
Designer: Masayuki Yakou (Geo Graphics)
Copywriter: Hide Kosugi (Geo Graphics)
Illustrator: Yutanpo Shirane
Creative Producer: Nobuko Tateyama (Frontage)
Print Coordinator: (DDWave)
Plastic Moulder: Akihito Hanayama
Account Executive: Ken Taguma (Frontage)
Account Executive: Akiko Ueno (Frontage)
Media placement: Calendars - 100 MINI Dealerships All The Country - 1/Nov/2010

Describe the brief from the client
At the end of every year, an original calendar is distributed as a giveaway by MINI sales consultants to owners in an effort to enhance brand loyalty.
Our task was to design a new and joyful calendar.

Describe the challenges and key objectives
Our aim was to design a calendar which MINI lovers can play with on the days that they cannot drive MINI.

Describe how you arrived at the final design
The structure of the calendar is that the MINI looks like driving on an overhead shot of panoramic racing circuits one after another, by moving a miniature MINI serving as a date tick mark everyday. With the structure, MINI also looks like winning every race by the end of each month, and provides owners a sense of accomplishment.

Give some indication of how successful the outcome was in the market
The number of customers that arrived to the showroom during November and December had increased to 113% compared to the year before. Although the calendar was a free giveaway, it was sold for more than 20 dollars on online auctions. Six months has passed and it is still selling on internet auctions today.