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Creative Award
New York, United States
Ethos travel - "The Calendar 2" by ANDY Awards 2017

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TitleThe Calendar 2
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 The ad by Ethos Travel features a visually crowded calendar filled with an array of colored blocks representing meetings and appointments. The typography, designed to mimic actual calendar invitations, spells out emotions tied to a busy schedule, pushing the notion of the desire to escape from post-holiday workload stress. The calendar's aesthetic is clean and modern, with vibrant colors denoting the overwhelmed spaces. The central message of the ad suggests a need to break away from the hectic routine, making a convincing argument for taking vacations to cleanse one’s mental tranquility. Ethos Travel aims to attract busy professionals, offering them tailored getaway solutions presented as a relief from the daily grind.
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