The idea was to send a black envelope that had a bullet hole that actually perforated the piece right through. On the reverse side of the card, the copy read: Unfortunately, every stray bullet finds a target. No more firing into the air this New Year’s Eve. When opening the envelope, you would find a photocard of children playing on New Year’s Eve. One of the kids had the bullet hole perforating his body.What made this piece truly unique was that the idea (the bullet hole) was on the envelope working as a teaser.