Background: A normal wall calendar is to be thrown away after a year but our wall calendar can be turned into 12 modelling kits to be assembled and displayed for others to see.
Brief: Tamiya wanted to seize the New Year as an occasion to connect and build a lasting bond with its customers. Description of how you arrived at the final design: Every month make a different model. The anticipation for each month to end so another model can be built adds to the fun and excitement that lasts throughout the year.
Results: As a premium gift, the calendar pulled more customers into the stores during the holiday season. It created not only brand exposure but also brand interaction throughout the year, and became a bounding tool that strengthened the connection between the brand and modelling enthusiasts.
Direct advertisment created by TBWA, Thailand for Tamiya, within the category: Gaming.
Chief Creative Officer / Art Director: Thirasak Tanapatanakul
Graphic Designers: Thirasak Tanapatanakul, Tienchutha Rukhavibul, Manasit Imjai, Chalermpun Punjamapirom, Nitipong Tancharoen, Kingkanok Munkongcharoen, Kantaphat Witwasin, Irada Sribyatta, Chittiporn Chittapootti, Manamai Rodpetch, Sermpan Bunyalumlerk
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