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My relationship with Askew began in 1993 with the Pop-Out Toaster - a campaign to grow a database. The die-cut Dualit toaster had response forms in the shape of toast slices. The response was an overwhelming 55% with a positive result on sales.

Subsequently the new mailing list was exploited mercilessly and the brand quickly became established. "Interesting Things" were initially posted every few months, but this later settled down to a regular six-month calendar and occasional promotions.

Each calendar featured a unique theme and explored different art-direction and techniques such as the "Time's Arrow" calendar here. This was an exploration of the theme of time, with a series of my illustrations of various clocks from the store, a countdown to the year 2000. The useful calendar dial was specifically designed for this issue.

Previous issues featured photo-illustration by Chris Williams, or photo-montage and illustrations by myself.

client: Askew.
design and art direction: Stephen Canning.

photography: Chris Williams.
print: various.

target clock
various promos dualit