Deutscher Handwerkskammertag (dhkt) Outdoor, Design & Branding THE CRAFTSMEN'S BOOBS by Scholz & Friends Berlin


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Industry Business equipment & services, Corporate Image
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Design & Branding
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens
Creative Director Mathias Rebmann, Florian Schwalme
Art Director Marc Ebenwaldner, Michael Johne
Copywriter Marco Mueller
Photographer Markus Mueller
Released December 2010

Credits & Description

Category: Calendars
Product/Service: CRAFTSMEN
Date of First Appearance: Dec 2 2010
Chief Creative Officer: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens (Scholz & Friends)
Creative Director: Mathias Rebmann (Scholz & Friends)
Creative Director: Florian Schwalme (Scholz & Friends)
Art Director: Marc Ebenwaldner (Scholz & Friends)
Art Director: Michael Johne (Scholz & Friends)
Copywriter: Marco Mueller (Scholz & Friends)
Account Manager: Benjamin Baader (Scholz & Friends)
Account Manager: Sven Weiche (Scholz & Friends)
Account Manager: Jana Baehr (Scholz & Friends)
Account Manager: Marissa Monath (Scholz & Friends)
Agency Producer: Nelly Sedlanic (Scholz & Friends)
Graphic Designer: Robert Gebhard (Scholz & Friends)
Photographer: Markus Mueller
Media placement: Calendar - Shipping To Craft Enterprises, Distribution On Trades For Professional Trainings - 02.12.2010
Describe the brief from the client
Craftsmanship is generally considered old-fashioned and the job profiles monotonous. Almost no one knows that a lot of high tech is used and that craftsmen consist of more than 140 different jobs. The client wanted to create the image of a modern handcraft.
Describe the challenges and key objectives
First of all the concept had to show the wide range of jobs, without ignoring any of the trades. Furthermore, the 'Craftsmen's Boobs' (also known as plumber's crack and builder's cleavage) is well established as a stereotype for the entire trade. So it had to be disproved: the best tool for that is humour, a calendar and twelve attractive craftswomen, whose respective cleavage is completed by the butt of a male colleague. The calendar proves that craftmenship is anything but outdated. In fact: it's more attractive than you think.
Describe how you arrived at the final design
We simply "combined" twelve attractive craftswomen with one of their male colleagues and created something often seen in crafts enterprises and workshops: a more or less classic pin-up calendar.
Give some indication of how successful the outcome was in the market
There are no quantifiable results yet. Because the promotion only started at the end of 2010, verifiable results can be expected in the second half of the year.