St Luke's

filofax it's a way of life


With 90% market share, Filofax dominate the market for paper-based personal organisers, however PDAs such as BlackBerrys were becoming increasingly popular and represented a significant competitive threat. We needed to make Filofax more relevant in today's lifestyle, complementing modern technology rather than being an old-fashioned alternative. Our campaign subverted the macho, corporate mantras of the Eighties and turned them into statements about what it meant to own a Filofax today, presenting Filofax as a philosophy to live by.