We were able to use a direct mailing to contact 2,000 people to make a national PR campaign for the bank. As a result of the campaign, Ukraine received a virtual calendar art museum, the trees celebrated the New Year at home in the forest but not in the print shop, and 2,000 top clients of our client received collectable museum masterpieces as a gift, and the saved money was donated to charity.

The bank that preserves and multiplies also preserves the ecology and multiplies the Ukrainian culture.

Traditionally, our client presents its top clients with corporate calendars on New Year's Eve. But a lot of calendars remained unused. We were challenged to preserve the tradition of the bank, but to add value to the calendars.

Instead of printing new calendars, we found 2,112 old ones and presented them to the bank's top clients. Everything is cyclical in this world, and there were years day into date similar to 2021.

Before presenting, we digitized the calendars and placed them in a virtual museum. The bank that preserves and multiplies also preserves the ecology and multiplies the Ukrainian culture. Now the bank will replenish the calendar art museum every following year. The money saved on old new calendars were donated to charity.

The client set a task to come up with an idea of calendars to be presented to the bank's top clients — such kind of calendars so that they were valuable but not another corporate waste paper.

As a result, the bank's clients have received not just regular calendars but the actual museum specimen. The Ukraine residents now have a web-museum showing the history of calendar art development from 1965 until 2010 (these years are identical to 2021).

The bank that preserves and multiplies also preserves the ecology and multiplies the Ukrainian culture. The bank showed an approach to conscious consumption and respect to the forests in the Ukrainian Carpathians, which are barbarously cut down every year.

More than 1 million people in Ukraine found out about the project, which was originally intended for 2,000 people.

All this is because a well-known bank in Ukraine gave up on the tradition of printing New Year's calendars moving towards conscious consumption.

It was a win-win scenario.

Top clients of the bank got collectable vintage calendars, Ukraine received a virtual museum with a collection of calendar art, and the bank donated the saved money to charity.

As a result, a pile of dust brought a lot of good to our world, and it gave a lot of hype to the brand in turn.

Now, the bank will search for old calendars every year, digitize them and add them to the virtual museum.

The main result of the project is the creation of an online vintage calendars gallery. We believe that this is an especially important cultural heritage site of our country. Alfa-Bank plans to continue this initiative and fill the online museum with new calendars every year.

The second result of the campaign is UAH 200,000 saved on printing calendars and then transferred for charity.

The Old New Calendar 2021 project cost the client 97% less than last year. And 2,112 direct gift calendars brought coverage of 1,066,397 media impressions.

In terms of the cost of media placement on a paid basis, the same coverage would be equal to $26,465, excluding the production of new calendars.

2112 direct calendars got 1 066 397 media impressions

Alfa-Bank Ukraine preserves and multiplies capital. But the bank was able to preserve the environment without cutting down a single tree and multiply Ukrainian culture by creating a virtual museum of calendar art in the Old New Calendar project.