Our client at Taylormade Adidas wanted a communication that could serve as a product brochure, and catalogue, as well as a leave-behind at promotional events that reflected their custom-fitted solutions for golfers. The brand had only entered India less than a year ago, so they needed a communication interface where prospective Indian customers could absorb information about the company, at leisure, while still coming across as people who were extremely passionate about golf.

Given how we were talking to amateur golfers, our first idea was to weave together vignettes from the golfing life of an Indian amateur, and incorporate our product story wherever possible. This, we thought would be more entertaining than just a bland catalogue, and with enough of Taylormade's individualist ethos reflected in the communication.

Responses from direct mailings, leading to product enquiries, demonstrations and trials, have been so positive that this booklet is now in its seventh direct mail run. We've also had many requests from publishing companies to turn it into a book.