Calendar 2012
Shortlist - Dimensional Mailing - Johnson Baby
Issue 24 | September 2012
Agency
BBDO India
Creative Team
National Creative Director: Josy Paul Creative Director, Copy: Malini Chaudhury Creative Director, Art: Sandeep Sawant Art: Meenal Desai
Background
Calendars are a great way to keep track, month by month, on a baby’s progress. However, calendars are usually lost and forgotten or at most kept away in a corner. The task was to design a piece that would engage mothers and help increase their play-time with their baby.
Idea
The DIY calendar is designed to showcase the different stages of the first twelve months of a baby’s life, leading to its first birthday. Each month makes a different piece for the mother to put with her baby.
Results
As word of mouth spread, Johnson & Johnson received countless calls for these calendars. They are being re-printed to meet the growing demand and are being sold at children’s bookstores across the country. The initiative is being rolled out to other South East Asian countries as well as