We reused old calendars and turned them into an ecological and social project at once. We helped trees to celebrate New Year at home in the forest but not in the print shop. We turned a pile of dust into museum masterpieces. We digitized the Ukrainian cultural heritage and launched museum to devoted calendar art.

There is a huge problem in Ukraine with deforestation of the Carpathian forests. It is even discussed in the international media. Our idea of the Old New Calendar provides an approach to conscious consumption. It doesn`t only preserve ecology but Ukrainian cultural identity as well.

Traditionally, our client presents its top clients with corporate calendars on New Year's Eve. But a lot of calendars remained unused. We were challenged to preserve the tradition of the bank, but to add value to the calendars.

Instead of printing new calendars, we found 2,112 old ones and presented them to the bank's top clients. Everything is cyclical in this world, and there were years day into date similar to 2021.

Before presenting, we digitized the calendars and placed them in a virtual museum. The bank that preserves and multiplies also preserves the ecology and multiplies the Ukrainian culture. Now the bank will replenish the calendar art museum every following year. The money saved on old new calendars were donated to charity.

The client set a task to come up with an idea of calendars to be presented to the bank's top clients — such kind of calendars so that they were valuable but not another corporate waste paper.

As a result, the bank's clients have received not just regular calendars but the actual museum specimen. The Ukraine residents now have a web-museum showing the history of calendar art development from 1965 until 2010 (these years are identical to 2021).

The bank that preserves and multiplies also preserves the ecology and multiplies the Ukrainian culture. The bank showed an approach to conscious consumption and respect to the forests in the Ukrainian Carpathians, which are barbarously cut down every year.

It all had begun with a search for old calendars. We defined years identical to 2021 and set out in the search. We were looking at flea markets, asked old moustachioed completists, joined online auctions, visited all printing houses. The task was to find 2,000 calendars, but we found 2,112.

We scanned each of them and saved them in the virtual museum oldnewcalendar.com. Then, sorted them out by year so that you could scroll from year to year, as from one museum hall to the second.

We wrapped each calendar in a ribbon of recycled paper collected throughout the bank's headquarters.

By not printing new calendars, the bank saved money and donated it to charity.

The project lasted for 3 months. Together the bank and we turned the project into a platform and will replenish the collection of old new calendars each following year.

2,112 old calendars were found, digitized, and gifted to the bank's top clients

200 reposts about the project on the first day

10,000 website views

200,000 hryvnias donated to charity

The Old New Calendar 2021 project cost the client 97% less than last year. And 2,112 direct gift calendars brought coverage of 1,066,397 media impressions.

In terms of the cost of media placement on a paid basis, the same coverage would be equal to $26,465, excluding the production of new calendars.