A mailing is based on a German custom that involves pouring hot lead into water to predict the future. The lead spatters and forms bizarre patterns that resemble Rorschach inkblot designs, and these designs supposedly reveal the future.The 'Lead Melting Boxes' we sent out to creative directors contained pieces of lead bearing the names of the recipients’ agencies. When the lead was melted, the name Kolle Rebbe always appeared. This was done by using a special aluminum with our logo engraved in it.

Since this was a recruitment mailing, it would have been difficult to try to quantify the results. In any case, however, virtually all creative directors we targeted contacted the agency for an appointment.