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ANDY Awards

Creative Award
New York, United States
Ethos travel - "The Calendar 1" by ANDY Awards 2017

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TitleThe Calendar 1
Agency
Campaign The Calendar
Advertiser Ethos travel
Brand Ethos travel
PostedNovember 2016
Business Sector Travel Agencies, Tour Operators
Story January is a busy month. For travel companies’ communications and anyone having to face the classical post-holiday workload. So, to cut through, on the first payday of 2016 we launched a print campaign comprising 5 executions tapping into these post-holiday frustrations. We created a new typography made of calendar invitations. The objective was to stay true to the look of actual calendars, look familiar, and be as legible as possible. The overloaded calendars communicated our message, manipulated to spell out words expressing that feeling a stuffed schedule can often provoke, such as ‘FML’ - screaming it’s time to get away.
Problem Ethos Travel create tailor made tours, bespoke itineraries and once in a lifetime experiences.
Media Type Outdoor/Out of Home
AI Description This visually striking advertisement from Ethos Travel, created by McCann London in 2016, uses a visually overwhelming digital calendar to communicate its message. The calendar is vividly filled with multicolored blocks representing a packed schedule of meetings, tasks, and commitments. The typography is manipulated to mirror real calendar entries, emphasizing the all-too-familiar feeling of being overburdened by work commitments. The layout cleverly plays on the stress and urgency many face post-holidays. By invoking a sense of being overwhelmed, the ad promotes Ethos Travel's services as an opportunity for escape and relief, suggesting it's time to get away from the hectic post-holiday rush. The caption "Time to Get Away" reinforces the brand's message of offering a respite through travel.
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