We kept the bank's tradition of presenting printed calendars to their top clients, but we have added value to them. As a result, the direct project became a PR campaign throughout Ukraine. Our client's top clients received valuable collectable artefacts, the trees celebrated the New Year at home in the forest but not in a print shop, and the bank donated the saved money to charity.

There is a huge problem in Ukraine with deforestation of the Carpathian forests. It is even discussed in the European and American media.

Our client set the task of developing corporate calendars for 2,000 top clients of the bank. The client also asked to make the calendars truly valuable but not the ones you would like to throw away instantly.

TURNING OLD CALENDARST INTO AN UPCYCLING ART PROJECT

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.

The bank that preserves and multiplies also preserves the ecology and multiplies the Ukrainian culture.

Top clients of our client got 2,112 upcycling art calendars, and Ukraine received a virtual museum with the history of the development of calendar art in our lands.

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.

The bank donated saved ?200,000 for charity.

Alfa-Bank Ukraine preserves and multiplies capital. But the bank was able to preserve the environment without cutting down a single tree and multiply Ukrainian culture by creating a virtual museum of calendar art in the Old New Calendar project.