LEO BURNETT TORONTO Design & Branding SOLSTICE CALENDAR by Leo Burnett Toronto

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SOLSTICE CALENDAR

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Canada
Agency Leo Burnett Toronto
Creative Director Lisa Greenberg
Art Director Scott Leder
Copywriter Morgan Kurchak
Designer Chris Duchaine, Scott Leder, Trong Nguyen
Producer Kim Burchiel
Released April 2012

Awards

Kinsale Shark Advertising Festival 2012
DESIGN ANY OTHER BRONZE

Credits & Description

Category: Calendars
Advertiser: LEO BURNETT TORONTO
Product/Service: LEO BURNETT TORONTO
Agency: LEO BURNETT TORONTO
Chief Creative Officer: Judy John (Leo Burnett Toronto)
Creative Director: Lisa Greenberg (Leo Burnett Toronto)
Copywriter: Morgan Kurchak (Leo Burnett Toronto)
Art Director: Chris Duchaine/Scott Leder (Leo Burnett Toronto)
Designer: Scott Leder/Chris Duchaine/Trong Nguyen (Leo Burnett Toronto)
Producer: Kim Burchiel (Leo Burnett Toronto)
Media placement: n/a - n/a - n/a

Describe the brief from the client
Every December the agency sends out a holiday card. In fact everyone in the industry does. We needed to design a card that would stand out from the others.

Describe the challenges and key objectives
We wanted to create something people would actually remember, and cherish. Nothing trite, tacky or class less. And something non-denominational too.

Describe how you arrived at the final design
We created a calendar that follows the sun. In addition to the date, it connected people to the sun’s yearly journey. A tear away calendar, the black and white calendar displays the hours of light in each day, and has pages that grow lighter in shade, as the days grow longer. The sun’s entire path was viewable in profile. And we added a little surprise by turning 2012’s leap day into a bonus day we coloured pink.

Give some indication of how successful the outcome was in the market
It went out by post to all of our clients and friends, each with an accompanying hand signed card. It can be seen on desks throughout the industry.