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Signs Express

“All the franchisees are overjoyed with the calendar!”


  • Branding
  • Strategy/ Planning
  • Graphic Design
  • Client Services
  • Advertising
  • Print Production
  • Photography & Video
  • Copywriting
  • Research
  • Technical artwork

Planning
Spring's first sizeable project upon winning the national Signs Express account was to create their 2012 calendar.  This is overprinted for each of their 85 franchises to distribute amongst customers, targets and friends, and it was essential that it demonstrated their new positioning: 'expert'.

Brainstorming amongst the Spring Signs Express team led to a proposal with 6 unique and compelling concepts. Every one of these projected expertise in the use of imagery, information and intelligent use of other channels such as social media to broaden the impact of every calendar. In the end, our client decided to take a simple idea and trust us to produce it beautifully.

  

Creative
Spring set up and photographed - or on occasion photoshopped existing imagery - scenes appropriate to the season, in each of which is shown an 'S' and an 'X'.

We don't do things by halves: bakers created bespoke hot cross buns (complete with 'S' and 'X' on top), a troop of teenagers waved fireworks for a time exposure shot, and we made ice-cream from mash and beetroot juice.

Each image was linked to a competition question, for which every month, people can enter to win prizes including digital cameras, champagne and driving days.

  

Application
The competition has now been seeded across Facebook and competition sites - by calendar recipients.This is a great demonstration of transmedia appeal of the competitions and their accompanying imagery.

Spring's work with Signs Express is starting a major phase in the first quarter of 2012, about which we will update our blog readers regularly.

 

Signs Express

Calendar 2012

Spring has really gone the extra mile to create a calendar that does so much more than the basic job. The strategy behind this is to create a conversation all year round, with prizes offered every month and social media integration.

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Creative Photography

The imagery in the calendar has all either been created from scratch by Spring - which involved work including the commission of specially made hot cross buns from an artisan baker - or seen us working on detailed photoshop of library shots.

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Calendar

The finished item has been digitally overprinted for each of Signs Express's 85 franchisees to hand out to their customers and prospects.

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Spring lambs

And by the time this little fella is on view, there'll be another exciting project between Spring and Signs Express well under way.