Why is this work relevant for Direct?

We have developed desk calendars, calendar posters, bookmarks, postcards and other derivatives with Antalis. Then we sold it at Fang Suo Bookstore, Guangdong Province, China.

Background

Antalis is the world's leading art paper brand, with 250 years of art paper research and development history, and has been deeply involved in the Chinese market for 20 years. With the innovation of electronic technology, paper as a traditional medium is facing a new role challenge. How does this century-old paper brand respond to the changes in the Chinese market with a new marketing model? We hope to use art paper to awaken people's attention to time, use art exhibitions to present the charm of paper, and plan a warm integrated marketing.

Describe the creative idea (30% of vote)

In the information age, time slips away from your fingertips. The paper records the traces of time, giving viewers a sense of pleasure that electronic files cannot bring. The font records the elapsed time. We selected 12 sets of fonts from the works of a 20-year-old design company, created "fragments of time" fonts, and developed desk calendars, annual calendar posters, bookmarks, postcards and other derivatives.

Describe the strategy (20% of vote)

Approach: We selected 12 sets of fonts from the works of a 20-year-old design company, created "fragments of time" fonts, and developed desk calendars, annual calendar posters, bookmarks, postcards and other derivatives. Target audience: Culture and art lovers in Guangdong, China.

Describe the execution (20% of vote)

We have developed desk calendars, calendar posters, bookmarks, postcards and other derivatives with Antalis. Then we sold it at Fang Suo Bookstore, Guangdong Province, China.

List the results (30% of vote)

This project has received more than 50 media reports and thousands of fan comments, sparking discussions about time. The project has received wide acclaim. The mass sales of desk calendars have driven the exposure of paper. Art exhibitions have increased the brand content and product experience, highlighting the unique artistic flavor of the brand and realizing the wide spread of the brand.