Heineken Design & Branding DRAFT-CALENDAR by TDI Promo Event

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Industry Beers and Ciders
Media Design & Branding
Market Belarus
Agency TDI Promo Event
Creative Director Filazapovich Sergey
Copywriter Cheley Artem
Released September 2011

Credits & Description

Category: Calendars
Advertiser: HEINEKEN
Chief Creative Director: Prybysh Dmitriy (TDI Group)
Creative Director: Filazapovich Sergey (TDI Group)
Copywriter: Cheley Artem (TDI Group)
Media placement: Calendars - Offices of Heineken Belarus - 13 September 2011

Describe the brief from the client
Objective: The campaign Heineken 'Brewing the future'. Heineken company in Belarus has implemented an internal campaign aimed at preserving (conservation) natural resources. The important point was to convey the importance of saving natural resources to partners. It was necessary to infect a partner with the idea of concern for the environment.

Describe the challenges and key objectives
Idea: On the tables employees accumulate a huge amount of useless drafts, which are then sent to the trash. We proposed to use this stuff to create a paper calendar (the original draft), to serve as an example of saving resources for employees and partners.

Describe how you arrived at the final design
Implementation: In the offices of Heineken a competition was organised to collect paper for recycling, and then all of the collected sheets were sent to the printers. The calendar grid is printed on the sides of the paper used, so that 1 side of the sheet still remain pure for any notes. The calendar itself was sewn in the form of a notebook, which makes it convenient to pull a sheet out, and make use the back of it.

Give some indication of how successful the outcome was in the market
Calendars were presented to staff and partners of the company.