FHM BRA-CALENDAR by Serviceplan Munich for Fhm

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FHM BRA-CALENDAR

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Industry Magazines
Media Design & Branding
Market Germany
Agency Serviceplan Munich
Executive Creative Director Henning Patzner
Art Director Stefanie Paulus
Copywriter Valerie Koch
Account Supervisor Florian Trebus
Released December 2011

Credits & Description

Category: Calendars
Advertiser: ALL TYPE MEDIA
Product/Service: ALL TYPE MEDIA
Agency: SERVICEPLAN
Chief Creative Officer: Alexander Schill
Executive Creative Director: Henning Patzner
Copywriter: Valerie Koch
Art Director: Stefanie Paulus
Account Supervisor: Florian Trebus
Production Company: Reinhold Kathoefer (INCH Design-Service)
Media placement: Calendar - sent to Selected, loyal readers, Business partners, Private households, offices, business lounges - 20.12.2011

Describe the brief from the client
Men’s magazine FHM wanted to surprise selected long-term customers with a special idea for the New Year. Like FHM itself – the idea that was sought should be of particularly high quality.

Describe the challenges and key objectives
The special challenge: attracting men between 18 and 35 – the target group – with a topic that’s relevant for them and orchestrating that idea in the most exciting way possible. The bra calendar fulfils both criteria: a good idea, and an interesting object for a high-quality implementation.

Describe how you arrived at the final design
Creative springboard: Many men are familiar with the situation: in the heat of the moment, the clasp gets stuck. We wanted to give men the opportunity to train their dexterity on a daily basis, and invented the world’s first bra calendar. An acrylic glass body on which 3 bras are stretched under each other, where the corresponding day of the week, the current date and month can be correspondingly ‘clasped’. A mechanism hidden inside enables the bra fasteners to be moved. The clean body and the ornate pieces of lingerie made the bra calendar an attractive trophy for real men.

Give some indication of how successful the outcome was in the market
The bra calendar surpassed all expectations of the FHM editors: they received letters from enthusiastic readers who thanked them for the design piece. In addition, there were over a hundred inquiries from men and women who also desperately wanted to know whether, and where, they could purchase the bra calendar.