The solution was to hero the real judge of advertising - the consumer. But instead of featuring Mr or Mrs Average Consumer, they secretly tracked down and photographed the partners, parents, siblings or kids of leading advertising people and clients. The sort of industry figures usually found on awards juries. They knew nothing about the involvement of their nearest and dearest until the DM arrived on their desk. This was followed up with posters around the office and a series of personalised emails sent to the key targets to keep the Effie Awards top of mind.

As you can imagine, the surprise was audible throughout ad agency offices around the country. It was the most personally targeted campaign imaginable. Entries were up a staggering 100% and tickets for the awards show sold out.