Snowman
TBWAWhybin and TEQUILA
Issue 1 | July 2008
Agency
TEQUILA Auckland
Creative Team
Steve Girdlestone - Writer;Kenton Osmond - Art Director;Wayne Pick - Art Director;Kim Pick - Writer (Head of Copy);Wayne Pick - Creative Director
Production Team
Sheriden Derby - Production Manager; Jude Lehmann - Production Manager; Richard Faulkner - Production Assistant
Other Credits
David Walden - CEO
Date
December 2005
Background
TEQUILA\ Auckland wanted to create an agency Christmas card that would stand out from the ho ho ho hum.
Idea
So rather than sending a standard card or even e-card, their creative solution consisted of a clear waterproof plastic bag containing water, a pipe, a carrot and two round black stones. The message read: ‘Warmest Christmas wishes from Whybin\TBWA & TEQUILA\’. There was no further packaging, so the personally addressed mailing was visible to everyone when it arrived on reception desks and was then collected or delivered to office desks. No further explanation or clues were provided. The intriguing mail piece was designed to create attention, contemplation and discussion. It was delivered to around 300 agency clients and suppliers at offices throughout Auckland and elsewhere in New Zealand.
Results
The Christmas mailer exceeded all expectations and snowballed into a huge promotional piece for the agency. Recipients loved it (whether they got it instantly or had someone busting to explain it to them). More than that, they started talking about it and testing it on their friends. Before long, it was being picked up and discussed on radio stations and profiled in the national newspapers, generating thousands of dollars worth of free publicity for the agency – and an unexpected ROI of over 1100% on agency costs.
Target Audience
Agency clients and suppliers
Size
Around 300