Calendars are like New Year’s greeting cards for Japanese companies. However their designs remain unchanged and lack any character; square, static, flip-over style calendars. Our challenge was to create something very different, a unique calendar that could bring excitement to the recipients.

Renault Japan is a company that honors Renault car owners’ unique individuality, and their products reflect that spirit. Thus we created their calendar reflecting that same spirit.

We managed to find a creative solution to what other car brands never did: to express ‘driving,’ the biggest pleasure of cars in a calendar. The DRIVE calendar is a unique and pure embodiment of the pleasure cars bring.

The calendar was originally created as a gift for Renault owners, but we received over 10,000 requests from non-owners as well in just one day. It attracted extensive media coverage at an unprecedented scale by automobile, design, and various online magazines and newspapers.

The number of customer inquiries made to Renault surged (200% y/y), and all the attention around the DRIVE calendar set a great stage for Renault to start an extraordinary year 2013.