The assignment was for a unique calendar concept that has never been used before in Land Bank's previous wall calendars.
The concept must be aligned with Land Bank’s image as a universal bank with a special focus on serving the needs of farmers, fishermen and agri-entrepreneurs.
The concept must be able to represent the three major islands of the Philippines – Luzon, Visayas and Mindanao.
Studio 5 Designs chose a “green theme” that revolved around HEIRLOOM PLANTS, endangered flora unique to the Philippine setting, and used and prized by many generations of Filipinos for their distinct flavors that enhance native cuisine These heirloom plants which may still be found in far flung areas in the Philippines are slowly disappearing because their habitats are endangered. Precious and few these heirloom products have become, and without a renewed commitment to sustainability, they may soon be no more.
Six heirloom plants from the Philippines’ three major islands were chosen for the wall calendar. A team of photographers braved many challenges i.e. the hike to the topmost “rice terrace” about 500 meters above sea, searching for a wild species of mango in backyards of small huts, just to mention a few.
Apart from its functionality as a calendar, each calendar page was designed as a mini poster with several elements: a beauty shot of the plant; smaller insets of the plant in situ and a native dish cooked with the plant; a map of the Philippines to show where it can still be found and a description of the heirloom plant. A logo of Land Bank’s 57th anniversary which features “sheaves of rice stalks” and a “man” put together to form the number 57, was added to reiterate the Bank's role as a support and ally of the countryside.
Land Bank was pleased with the concept and the overall design treatment, and printed a million copies of the wall calendar. The concept was cascaded into a desk calendar for executive recipients.
The calendar was given to hundreds of thousands of stakeholders – farmers, fisher folks, agri-entrepreneurs and even captains of industry, government officials, bank officers and commercial clients of the Bank.
The concept was later featured in its official website.