Branded calendars have become a deeply ingrained habit, just like the much more dangerous habit of using plastic bags – Armenians are so used to them that a population of less than 3 million people uses over 3000 tons of plastic bags every year.

Strategy

Our goal was to stand up against the plastic-caused disaster by raising environmental awareness and inspiring people to give up plastic bags.

Idea

CalenDare Against Plastic In order to not only raise the issue of plastic pollution but also provide an actual alternative to plastic bags, we combined 4 paper bags into a CalenDare, daring everyone to spend 2020 with as little plastic as possible.

Execution

12000 calendars were handed out from the bank’s 60 locations, getting the message into thousands of homes/workplaces and turning ordinary shoppers into walking protests, all with zero spending on media placement.

Additionally, for higher impact, we launched a video campaign on social media and took the CalenDare outdoors.

But the most important result was the number of people who accepted our dare and took a real step towards a plastic-free future.

White Square

1x Bronze

Muse Awards

1x gold

KIAF

2x Silver
1x Bronze