To emphasise and reflect the car’s flowing lines, the mailing was made up of one single piece of paper folded concertina-style into a brochure in a ‘French fold’ format. One continuous hand-written line of copy ran through the pack, without any breaks. The brochure showed the copy flowing around the lines of the car. Each page displayed images of the car shot from different angles, internally and externally. The descriptive wording reflected and highlighted what’s being featured. For example the copy flowing around a side-on shot talked of the car having ‘the silhouette of a sprinter ready for the starting gun’.

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