Canadian Club Design & Branding CANADIAN CLUB CALENDAR by Energy BBDO Chicago

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Industry TV Channels/Radio Stations and Programmes, Whiskey
Media Design & Branding
Market United States
Agency Energy BBDO Chicago
Creative Director Jason Stanfield, Derek Sherman, Noel Haan
Art Director Isabela Ferreira, Derrick Ho
Copywriter Jonathan Ozer, Pam Fraser
Released December 2009

Credits & Description

Category: Calendars
Date of First Appearance: Jan 1 2010 12:00AM
Entrant Company: ENERGY BBDO, Chicago, USA
Art Director: Isabela Ferreira (Energy BBDO)
Copywriter: Jonathan Ozer (Energy BBDO)
Copywriter: Pam Fraser (Energy BBDO)
Creative Director: Derek Sherman (Energy BBDO)
Creative Director: Jason Stanfield (Energy BBDO)
Chief Creative Officer: Dan Fietsam (Energy BBDO)
Creative Director: Noel Haan (Energy BBDO)
Art Director: Derrick Ho (Energy BBDO)
Media placement: Calendar - POS - January 1, 2010

Describe the challenges and key objectives
The main challenge was to maintain enthusiasm for the Canadian Club brand, despite a significant drop in marketing support. To do this, we created a giveaway 2010 Canadian Club calendar available through the Canadian Club website. Essentially 12 brand new ads, it was a way to maintain brand buzz—while simultaneously rewarding those hardcore Canadian Club fans who had supported the campaign from the beginning.

Describe the brief from the client
The Canadian Club print/OOH campaign helped rejuvenated an almost forgotten brand. But this past year, media for further print and OOH simply wasn’t there. Our task? Satisfy the client’s/consumer’s desire for a new campaign without having a place to run it.

Describe how you arrived at the final design
We used to the look and feel of the established print and OOH campaign as a launching point. From there, we were able to delve deeper in the style, philosophy and general ethos of the 'Canadian Club' life.

Give some indication of how successful the outcome was in the market
The entire run of calendars was snapped up in weeks.