Brief Explanation

A normal wall calendar is to be thrown away after a year but our wall calendar can be turned into 12 modeling kits to be assembled and displayed for others to see.

The Brief

Tamiya wanted to seize the New Year as an occasion to connect and build a lasting bond with its customers.

How the final design was conceived

Every month make a different model. The anticipation for each month to end so another model can be built adds to the fun and excitement that lasts throughout the year.

Indication of how successful the outcome was in the market

As a premium gift, the calendar pulled more customers into the stores during the holiday season. It created not only brand exposure but also brand interaction throughout the year, and became a bounding tool that strengthened the connection between the brand and modeling enthusiasts.