365 reasons to raise a bottle

TBWASingapore has created the Corona Calendar, a fun set of beer coasters highlighting 365 obscure, quirky or downright silly holidays and anniversaries to encourage drinkers to enjoy daily beer moments

TBWASingapore has created the Corona Calendar, a fun set of beer coasters highlighting 365 obscure, quirky or downright silly holidays and anniversaries to encourage drinkers to enjoy daily beer moments.

The agency spent a lot of time researching a year’s worth of significant days, from Global Beatles Day to the date Pluto was discovered, and of course this week’s conquering of Mount Everest (May 29, see below).

They range from those with historical significance, such as Discovery of the Philippines, to those rooted in pop culture, including Star Wars Day (or Chuck Norris’ birthday, see below). Others have cultural significance – Origami Day and the Plum Blossom Festival – and each anniversary is rendered in an individual graphic treatment by the design team.

Originally produced as a set of beer coasters, the campaign – which was conceived by creative directors Gary Steele and Hagan de Villiers – is also designed to be shared via social media, and the agency envisages further applications, such as posters or point of purchase displays to be adapted for use across the brand’s 14 Asian markets. It ties in with its wider Let the World Wait brand campaign for the region. Below is some of the artwork up close.

Marketing that encourages consumers to treat themselves once a day is not new, but this execution is humorous and effective in its simplicity and graphic execution – and it fits the medium most associated with a cold bottle of beer perfectly. Just a shame we all missed Paper Airplane Day last weekend.

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