A direct mailing with original calendars of 1984 was sent to potential new advertisers and media agencies. The idea of recycling calendars demonstrated the ecological awareness of 'Oekopool'. After the idea was developed, the hunt for calendars begun. A lot of original copies were found on ebay and similar websites and in second hand bookshops. 250 original calendars were gathered. Among them were rare collectibles like the 1984 Playboy and the 1984 Pirelli calendar.

The objective of the promotion was to win new advertisers by introducing 'Oekopool' and its principles.

The target audience responded very well. In the 3 months after the distribution, 'Oekopool’s' advertisement volume rose by + 32% compared to the previous year. Several major clients placed an ad with 'Oekopool' for the first time. From a total of 250 recipients, 179 reacted with a further inquiry, positive feedback or even a booking. And the calendars still work as a constant reminder of 'Oekopool' in numerous offices.

'Oekopool' is the advertising pool for 4 ecological magazines. It reaches an environmentally conscious target group. That’s why the creative execution was supposed to be ecological as well. Recycling original calendars of 1984 proved to be the perfect way of expressing the benefit and USP of 'Oekopool'.