TBWA\ Design & Branding 2012 CALENDAR -TWELVE JISINS by TBWA\ Korea

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market South Korea
Agency TBWA\ Korea
Executive Creative Director Woong Hyun Park
Art Director Ho Jun Lee, Ho-Sang Lee, Sung-Hwa Lee, Joon-Ho Jang, Min Seok Seo, Se-Yoon Kim, Jeong-Yeon Hyun
Released December 2011

Credits & Description

Category: Calendars
Advertiser: TBWA KOREA
Product/Service: CREATIVE AGENCY
Executive Creative Director: Woong-Hyun Park (TBWA Korea)
Art Director: Min-Seok Seo (TBWA Korea)
Art Director: Se-Yoon Kim (TBWA Korea)
Art Director: Ho-Sang Lee (TBWA Korea)
Art Director: Sung-Hwa Lee (TBWA Korea)
Art Director: Jun-Ho Lee (TBWA Korea)
Art Director: Joon-Ho Jang (TBWA Korea)
Art Director: Jeong-Yeon Hyun (TBWA Korea)
Media placement: Giveaway (calendar) - Distributed to clients & stakeholders - 1 December, 2011

Describe the brief from the client
There are 12 animals (12 Jisins) in the Korean Zodiac: mouse, ox, tiger, rabbit, dragon, snake, horse, sheep, monkey, chicken, dog and pig. According to a 12-year cycle, each animal, and its reputed attributes, is associated with each year. Koreans think these animals relate to their own birth year, bringing them luck.

Describe the challenges and key objectives
FYI, 2012 is referred to as the year of the Dragon. We made our company calendar with each Jisin shown at each of the 12-month page that it represents. With a bit of imagination, we gave more freedom and individuality to these traditional 12 Jisins.

Describe how you arrived at the final design
Horse could have been more solemn a thousand years ago, but 2012’s Horse could be wearing adidas. What if Snake enjoys drinking Absolut vodka? Maybe Rabbit needs Viagra! Chubby Pig would look great in Santa Claus’s outfit! Thus, these 12 new Jisins of 2012 were borne with a bit of contemporary wit added. These witty animals were drawn in traditional art technique. Colour impression was that of Korean folk painting, and thickness and roughness of the paper gave a rather old-fashioned look. Even the stamps on the front page of the calendar and the envelope were hand-stamped to give authentic touch.

Give some indication of how successful the outcome was in the market
The design of the calendar well matched our agency’s unique and witty brand identity and Korean’s traditional sentiments. The demand for this calendar was so high that the president of our company didn’t have extras to hand out.