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D&AD Competition 2009
Direct mail / Print design / Problem solving / Creative
The Brief: Create an innovative peice of direct mail for homeless charity Crisis.
The target audience governs my approach to this brief: Middle aged, professional, time consumed by work, and aware of the problem already. How do you talk to a group of people like this with out boring them, or failing to make them look in the first place? Hi-jacking a language they understand - money. A payslip seemed like something universally understood by the target audience. Its a medium which essentially represents the means to their livelihood. Further more most people live from payslip to payslip...miss a single one and its all gone. I used this idea to highlight how close most people are to homelessness, combined with the sense of urgency and importance a payslip has to make it stand out & survive the 'junk mail shuffle'. From standing height where most people look down at the post, a question is posed - 'How many could you afford to miss', Once held at arms length the message disapears into the privacy pattern urging the viewer to open the slip up and see whats inside.
The target audience governs my approach to this brief: Middle aged, professional, time consumed by work, and aware of the problem already. How do you talk to a group of people like this with out boring them, or failing to make them look in the first place? Hi-jacking a language they understand - money. A payslip seemed like something universally understood by the target audience. Its a medium which essentially represents the means to their livelihood. Further more most people live from payslip to payslip...miss a single one and its all gone. I used this idea to highlight how close most people are to homelessness, combined with the sense of urgency and importance a payslip has to make it stand out & survive the 'junk mail shuffle'. From standing height where most people look down at the post, a question is posed - 'How many could you afford to miss', Once held at arms length the message disapears into the privacy pattern urging the viewer to open the slip up and see whats inside.
Duplex printed on 160gsm silk stock. Glued, folded, & perforated
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