No reason not to be funny just because you’re trying to alleviate some serious problems, right? That’s the thinking behind the production of what’s got to be the quirkiest calendar extant. It features some of Canadian advertising’s leading lights at their wittiest while recreating movie posters in their own inimitable ways.

Each agency happily paid a fee for inclusion in the calendar, which netted a donation in excess of $15,000 to the National Advertising Benevolent Society. Founded in 1983, NABS is the only charitable organization in Canada that provides assistance to advertising, media and related professions who need help due to illness, injury, unemployment or financial difficulties.

The leading architect of the calendar project is Frank Palmer, chair/CEO of DDB Canada, who conceived the idea and had his team do the layout and creative services. The other prime mover is Claire Macdonald, publisher of strategy and MiC, who spearheaded printing and distribution, and arranged for all subscribers to receive a copy with their January issues of strategy. Extra copies will be handed out at industry events early next year.

The underlying hope is that enjoyment of the calendar will spark generous donations to NABS. Details about how to donate and receive a calendar (while supplies last) are available at: www.nabs.org.