Aa Alcoholics Anonymous DM, Case study Alcoholics Anonymous: The “One Day At A Time” Calendar by J. Walter Thompson Sao Paulo

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Alcoholics Anonymous: The “One Day At A Time” Calendar

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Industry Charities, Foundations, Volunteers, Against alcohol
Media Direct marketing, Case study
Market Brazil
Agency J. Walter Thompson Sao Paulo
Executive Creative Director Ricardo John, Andre Pallu, Roberto Rezende
Art Director Rinaldo Ferrarezzi, Fabio Santoro, Rafael Borges
Copywriter Pedro Furtado
Account Supervisor Priscila Arakelian, Carla Magro, Adriana Assumpção
Released June 2012

Credits & Description

Category: Calendars
Executive Creative Director/Creative Director: Roberto Fernandez (JWT)
Executive Creative Director: Ricardo John (JWT)
Crative Director/Creative Director: Fábio Brandão (JWT)
Copywriter: Pedro Furtado (JWT)
Art Director: Fábio Santoro (JWT)
Art Buyer: Art Buyer (JWT)
Account Manager: Luciana Rodrigues (JWT)
Account Supervisor: Carla Magro (JWT)
Account Supervisor: Adriana Assumpção (JWT)
Chief Operating Officer/Head Of Media: Ezra Geld (JWT)
Media: Ricardo Medeiros (JWT)
Media: Bruno Narchi (JWT)
Media: Gabriel Igima (JWT)
Planner: Fernand Alphen (JWT)
Graphic Producer: Flavio Schaefer (JWT)
Graphic Producer: Flavio Collela (JWT)
Graphic Producer: Maira Chinaglia (JWT)
Communication Coordinator/Advertiser Supervisor: Silvio Magalhães (Alcoholics Anonymous)
Media placement: Calendar - Mailing - April 12, 2012

Describe the brief from the client
To develop a calendar for the Alcoholics Anonymous to be distributed among members and supporters of the institution.

Describe the challenges and key objectives
The calendar was supposed to be a constant reminder of one’s fight against alcoholism.

Describe how you arrived at the final design
The whole work was inspired by the AA motto: 'Take it one day at a time'. We developed a traditional daily calendar with only one difference: it had the layout of a monthly calendar. Instead of 1 month, each page displayed 1 day. And instead of 1 day, each box displayed 1 hour.

Give some indication of how successful the outcome was in the market
We took a true and powerful message and made a calendar out of it. It became an instant success among AA members and a second print has already been ordered by the client.