The “One Day At A Time” Calendar

Agency Network: 
April 2012

We developed a traditional calendar, but with one difference: each page of the calendar represents a single day, and not an entire month. And instead of showing 30 days, each box displays one hour of that day. So what seemed to be just another regular calendar, became a daily reminder of the AA motto: “Take it one day at a time”. The calendars were distributed amongst members and supporters of Alcoholics Anonymous Brazil.

Direct advertisment created by JWT, Brazil for Alcoholics Anonymous, within the category: Public Interest, NGO.

Advertising Agency: JWT, Brazil
Executive Creative Directors: Ricardo John, Roberto Fernandez
Creative Directors: Fabio Brandão, Ricardo John, Roberto Fernandez
Art Director: Fabio Santoro
Copywriter: Pedro Furtado

Comments (12)

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ilovegreatads's picture
Activity Score 312


kleenex's picture
Activity Score 50602

I like it.

Prasad Weerasekara's picture
Prasad Weerasekara
Activity Score 651


Stendzenieks's picture
Activity Score 40

Nice way to make poor devils' day an infinie torture :)

MicheleVirgilio's picture
Activity Score 2617


drunk dave's picture
drunk dave
Activity Score 1066

It's called alcoholics anonymous - not very anonymous when that's sitting on your desk.

Nike Diesel's picture
Nike Diesel
Activity Score 13630

It is, cus there's nothing but a phone number.

fecoporto's picture
Activity Score 16

Actually the last two columns says "alcoholics anonymous".

Nike Diesel's picture
Nike Diesel
Activity Score 13630

You're right, but it's so subtle I believe not too many people will recognize it unless you get up real close.

Wordfruit's picture
Activity Score 1023

My initial impression is as per Stendzenieks.

But if the research is done and suggests that people will find it useful, then fair enough...

ilovegreatads's picture
Activity Score 312


ilovegreatads's picture
Activity Score 312

but seriously, is this calendar for real? it looks too thin to be an annual calendar as that would be 365 pages, so over 180 leaves. A monthly would be 15 sheets. Am curious to know what you guys actually handed out. Good idea, anyway!

LOLWREN's picture
Activity Score 16

Would it not work better if it were one of those one-day-one-date calander? Then it really is one day at a time.