Direct > Use of Direct Marketing
RKCR/Y&R, London / ANDY GREEN / 2012
Overview
Credits
BriefWithProjectedOutcomes
Create a mailer that showcases Andy Green's photographs of people clad in silver heatproof suits, a wry observation on global warming. And make sure it doesn't get thrown away.
ClientBriefOrObjective
Targeting art directors that were already known to Andy Green and new art directors around the globe.Every photographer sends out postcards and flyers which feature their work, but more often than not they end up in the bin. The idea was to beat this restrictive habit.
Effectiveness
The book has been very successful within the industry so far, more books are going out to the United States and the rest of the world this year. There has been with an unprecedented number of requests to Andy Green Photography for more books to be sent out to agencies and design companies from people who have seen it and want their own copy, hopefully keeping Andy Green top of mind when creatives and producers are looking for a photographer to shoot for them.In building and forging new relationships it's been a fantastic investment promotional tool.
Relevancy
A lavish silver-clad limited-edition book, entitled 'Here Comes The Sun', featuring Andy's photographs juxtaposed with appropriate quotations.It tells a story and features the artist's work in a way that is entertaining, has impact and shows his talents in a coherent and interesting way.
More Entries from Dimensional Mailing in Direct
24 items
More Entries from RKCR/Y&R
24 items