Leo Burnett Design & Branding BLACK PENCIL CALENDAR by Leo Burnett Guatemala

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Guatemala
Agency Leo Burnett Guatemala
Creative Director Ivan Polanco
Art Director Aviu Polanco - Yorik Illescas
Copywriter Gustavo Castillo
Designer Alejandro Peters
Released November 2010

Credits & Description

Category: Calendars
Advertiser: LEO BURNETT
Product/Service: SELF PROMOTION
Date of First Appearance: Dec 1 2010
Entrant Company: LEO BURNETT GUATEMALA, Guatemala City, GUATEMALA
Designer: Alejandro Peters (Leo Burnett)
Copywriter: Gustavo Castillo (Leo Burnett)
Creative Director: Ivan Polanco (Leo Burnett)
Art Director: Yorik Illescas (Leo Burnett)
General Creative Director: Aviu Polanco (Leo Burnett)
Media placement: Direct Mailing - 200 Calendars Distributed To Clients & Agency - December 1st 2010

Describe the brief from the client
The new year was coming around. We needed to come up with an idea for our Leo Burnett Calendar, which was to be given out to creatives, clients and friends (harsh judges, to say the least). We needed an idea that would engage them, inspire them and one that spoke in their own language.

Describe the challenges and key objectives
Design a calendar that would really engage and inspire the search for new ideas.

Describe how you arrived at the final design
Sticking to our roots, the black pencil (as Leo Burnett once said, "It takes a big pencil to create a big idea"), we created a calendar consisting of 12 pencils, where each pencil was banded with the days of the month, whereby the calendar's owner had to work and sharpen the pencil everyday in order to get to the next day; communicating the fundamental advertising notion, that to write down one good idea, you need to write a whole lot of mediocre ones first.

Give some indication of how successful the outcome was in the market
During the two first months of this year at least 50% of the calendar's recipients shared a story of how the calendar dared them to keep thinking; which is rare for a calendar in the ad business, and we feel a success not only in terms of buzz, but as an inspirational idea-making tool.