As always, many thanks to anyone who submitted work to Directory 15 and if it didn’t make the cut I can only say, isn’t that great? It means direct is getting so darn good these days that even your brilliant work is finding it hard to get the recognition it deserves.
The team wanted to show how a single idea, well crafted and executed, can break through seemingly impenetrable walls to reach its target and achieve success. The story of the Trojan horse was the perfect example of this and the agency’s creative leap was to dramatise the metaphor with a mailing of a scale model of the equine original.
ING sent out the invitation in the form of a Malaysian one ringgit note, only this particular note had a little girl’s face on it. The note was folded in such a way that the recipient was encouraged to interact with it to make the little girl smile. The message was, one ringgit is all it takes to bring back her smile, so please join the Spread the Smile movement. Instructions were given on the note, along with details about the screening.
The first part of the campaign involved an envelope, which landed on the prospect’s doormat splattered with paint, dust and oil, and a muddy footprint right across the middle. A message on the front of the pack asked: “Does your business day look a bit like this?”
A postcard was used to engage customers with a simple, yet powerful demonstration of what it feels like to rent movies from a video store in winter. Using thermal ink, the message was revealed by the near-zero temperatures of their freezers and fridges.
Asking the question, ‘Have we gone too far?’, DM packs featuring a spoof tube of Marmite Toothpaste were sent out across the UK. The recipient was told that though this could have been a step too far, Marmite had however launched the first savoury cereal bar.
