Cars and Boxes, the German toy car specialist, wanted to create awareness for the online store cars and boxes.de and point of sale. The core market is the collectors’ community of adult men who love toy cars and who also love the aesthetics involved in muscle car culture. The toy cars from Cars and Boxes are so authentic that the clichè "women and cars"concept still works. They created a 2006 calendar showing, in 12 different themes, models posing on toy cars. The calendar is part of the campaign which also includes in-store poster and ads. The calendar was sold out in a really short time and increased hits on the Webpage.
Agency: Jung von Matt, Germany.