TBWA\Singapore reinvents the calendar with a series of unique Corona coaster designs with a reason to raise a beer each and every day

Corona puts the world on hold in favour of refreshing meaningful moments by ‘reinvented’ the calendar and putting the spotlight on quirky, little-known holidays with a view to bringing new life to everyday life, 365 days a year.

Created by TBWA\Singapore, ‘The Corona Calendar’ advocates celebrating ‘Global Beatles Day’, ‘The Day the Refrigerator was Patented’ or even ‘Draw a Bird Day’ as a way to take a break from the fast-paced lifestyle and enjoy a real moment with friends and Corona each and every day.

TBWA\Singapore researched and carefully crafted 365 individual graphic designs, which can be used as daily social media posts, in-bar coasters, posters, event themes, supplement promotions, point of purchase displays and various other applications that can be adapted for use across Corona’s 14 Asian markets.

Creative Directors, Gary Steele and Hagan de Villiers, initiated ‘The Corona Calendar’ to evolve Corona’s 2012 ‘Let The World Wait’ brand campaign for Asia Pacific.

Describing the campaign, Creative Director Gary Steele said, “It’s a beautifully crafted toolkit in the form of a coaster calendar that delivers 365 ideas for promotions, events or just some good fun for our markets across South East Asia.”

The campaign’s key strength is its flexibility and relevance. Once the designs are sent to the various Corona distributors in the Asia, they can adapt them to regional holidays and the various mediums to suit individual market requirements.

Some of the holidays have historical significance such as ‘Raffles Founded Singapore’ (February 6), or ‘Discovery of Philippines’ (March 16). Many of the days are rooted in pop culture, such as ‘Rolling Stones Day’, ‘Star Wars Day’ or ‘Tony Hawk’s Birthday’. Others have cultural significance, such as ‘Origami Day’, ‘Holi Day’ and ‘The Plum Blossom Festival’.

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