Alpina is a leading paint manufacturer in Germany. The brief was to develop an advertising medium to communicate the “Colour of the Month” marketing concept to important tradespeople (hardware stores, paint stores, furniture stores).

The main challenge was to find a solution that could also serve as an in-store display and would create a buzz around Alpina wall paint.

The unusual dimensions (3m wide by 2m high) and the eye-catching display have resulted in the calendar quickly becoming a hot topic of conversation. So far it has been received exceptionally well by retailers and customers alike and Alpina has also obtained many requests for copies of the calendar.

The idea was to create the world’s biggest calendar. Each month has the “Colour of the Month” printed on a 3m x 2m calendar page clearly showing just how great a newly-painted wall would look. By doing this the calendar also doubled as an interesting piece of graphic design. It was displayed in furniture stores and many building supply stores at the Alpina point-of-sale as well as in selected art galleries.