SANCTUARY REVERSE CALENDAR by DDB Mudra Group Mumbai for Sanctuary Asia

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SANCTUARY REVERSE CALENDAR

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Industry Public awareness
Media Design & Branding
Market India
Agency DDB Mudra Group Mumbai
Creative Director Ranjit Sasidharan
Designer Sreejith Kodoth
Photographer Yuvaraj Vivek
Illustrator Dhanil C Namboodiri
Released August 2011

Credits & Description

Category: Calendars
Advertiser: SANCTUARY ASIA
Product/Service: SANCTUARY ASIA
Agency: DDB MUDRA GROUP
Chief Creative Officer: Sonal Dabral (DDB Mudra)
Creative Director: Sreejith Kodoth (DDB Mudra)
Creative Director: Ranjit Sasidharan (DDB Mudra)
Art Director: Sreejith Kodoth (DDB Mudra)
Designer: Sreejith Kodoth (DDB Mudra)
Copy Writer: Vaspar Dandiwala
Copy Writer: Ranjit Sasidharan (DDB Mudra)
Illustrator: Dhanil C Namboodiri (DDB Mudra)
Photographer: Yuvaraj Vivek
Media placement: Printed Calendar - Direct Mail By Post - 21 November 2011 - 31 Dec 2012

Describe the brief from the client
To make people aware of the urgent need to protect the Earth's living resources.

Describe the challenges and key objectives
The main challenge was that, though people know about the dwindling numbers of animals and birds, they are not fully aware of the absolute urgency of action required to stop the dwindling. This calendar, with its daily warning, raises the alarm each and every day.

Describe how you arrived at the final design
The creative concept is simple: a calendar in reverse.
The dates of each month appear backwards (for example, January starts with the 31st and ends with the 1st). This reverse calendar works as a daily reminder on how animal numbers in the wild are decreasing every day.
The design aesthetic was carefully chosen to deliver this daily warning in the most simple, straightforward manner. There is plenty of breathing space with a fresh, stark colour for each month. The illustration style is unique but clear and simple. Each month features a different endangered species. All in all, the design acts as a simple medium to deliver the powerful message.

Give some indication of how successful the outcome was in the market
People were encouraged to not just care but also act for the environment. There was a rise in awareness about Sanctuary magazine's commitment to the planet's fauna and flora.