How we used creativity to leave a bigger impression with gift design
We use unique
engagement techniques with our marketing gifts
COMMUNICATION CHALLENGE
Almost like clockwork, prior to the Nowruz, many top marketing and advertising agencies will send out seasonal greetings. These greetings, like the Nowruz occasion, will mark what we in the West call the Spring Equinox. Some of those agencies will leave a bigger mark by sending greetings in the form of gifts. We’re one of those agencies. Year-on-year looking we aim to leave a bigger mark — or at least a bigger mark than our competitors.
Getting results from gift and packaging design
Almost like clockwork, prior to the time that we as an agency consider what gift we want to make for the Nowruz, there’s nervousness. Our challenge is the same, year-on-year: we need to show off our capability and creativity. On this occasion, we chose to increase the nervousness among our team, by increasing the challenge. We challenged our team to come up with a gift that would not only leave a bigger mark, but a mark that would last for longer.
Time was a wild phenomenon before our ancient ancestors, the awe-inspiring Zarathustra in particular, upon scrutinizing the movements of the stars and planets in the skies, could tame the time by creating a calendar.
The word “calendar” has roots in the Latin verb “calāre” (to call out) since, in Rome, new moons were not calculated mathematically but rather observed and announced by the priests. Yet, the Persian word for calendar is “gāh-nāmeh” (the book of gāhs).
Gāh is the abridged form of the Avestan “gatha” a fascinating word that means both time and place. Gāh is a versatile word that denotes various time spans in Persian from a single moment (āngāh: at that moment) through a part of a day (shāmgāh: night-time) to a portion of the year (gāhanbār: seasonal festivals).
This specific attention to time—place in the Persian culture manifests itself in Nowruz, where the exact moment of the turning of the year is celebrated with loved ones.
So, this “gāhnameh” is a humble present from Zigma8 for you who wish to cherish the present moments by living a meaningful life and, now and then, creating something from nothing out of imagination and action.
Leaving a bigger impression with marketing gifts
Our team added a creative twist by questioning the idea of marking time, itself. As humans, we mark upcoming moments on the calendar but our team wanted receivers to not just meet the times that come, but rather make the times that come. They chose to introduce an interactive angle to the calendar by proving a means by which they can create the upcoming moments in life. This was done by using the calendar pages themselves as a resource for the paper-folding practice known as origami.
Gift production, but with a difference
Our team discovered which international day was when and provided instructions to make related origami items. Eleven amusing combinations of international days and origami items were decided upon. Humorously cynical copywriting accompanied each of the selected international days, helping set the tone for the calendar. The last, and twelfth origami instruction was blank. Our team chose to leave the last one up to the recipient as a way to relay the concept of creating their own life.
Each month had a related theme and a related origami object for the recipient to make. To add to the fun, we included amusing explanations in the form of dark humor.
Each month had a related theme and a related origami object for the recipient to make. To add to the fun, we included amusing explanations in the form of dark humor.
JULY [Bell]
Social Networking Day – July 30th
A moment, among many, when you discover nothing new
Previously, the sound of a bell meant that there was news. This news may have been of big importance, or it may have been of little importance — either way, it was news. During those days, you wouldn’t hear the bell that often. These days, what with social media, we hear the bell sound often, but oddly enough, there is rarely any news worth knowing.
Make this bell and know that it will only ring if something important happens.
NOVEMBER [Boat]
World Mother-in-Law Day – November 2nd
A moment that some people long for Some people love their mother-in-law even more than their mother. In fact, they love them so much that they wish to rent a private boat for them on vacation and send them far away.
Make this boat and dream of the day you see that special person sail away on it.
MARCH [Blank]
A moment of inspiration
A blank page is very scary for those who do not know how to write, but if the same person knows how to fold, they will not be afraid anymore. Basically, one who knows how to do well with everything does not need to be afraid of anything. These are the people who can create something out of nothing, just with the power of their imagination.
Thank you for not being afraid of this page!
If you have folded everything up to now, now is the time to make something unique for others to admire. Make this page, and make it however you want.
You’re on the last page of the calendar.
There exists no way to approach time from behind😉…
On the flip side, you face the year in the eye and tell her of your yearly resolutions.
You may come back here next Nowruz to write about how happy you are with yourself in creating your dream.
COMMUNICATION RESULT
Our concept for encouraging creativity in the lives of our recipients didn’t make its way to production. Unfortunately, we were unable to realize the calendar beyond its pre-production and prototype phase. Our team did an excellent job of making an exquisite wall calendar, but projects with clients were prioritized. We’re pleased to be working non-stop for our clients but sad that we weren’t able to leave our mark in the market on that occasion.
