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Inspired by Communications

In partnership with Royal Mail

Inspired by Communications

Ten+ Years of Award Winning Direct Mail

Special Delivery – Forget pizza leaflets and insurance company spam, this is the very best, D&AD Award winning, Direct Mail from the past 11 years - featuring recently added example from 2015. 

Delve in below to uncover the most innovative campaigns to ever pass through a letterbox.

Together Sweater

Together Sweater
Award: Wood Pencil / Direct / Direct Mail / 2015
Agency: Mother
Client: Target

Inspired by the generosity at the heart of the collaboration between Target and Toms, Mother New York found a playful way to literally bring people together in the spirit of giving. The Together Sweater is designed to fit multiple people, and was sent to friends of Target and Toms to help promote the message of togetherness. Celebrities including Victoria Justice and Meghan Trainor cozied up in their sweaters and shared the joy online, creating a contagious cultural moment around the partnership.

Toms Target Together Sweater Ten+ Years of Award Winning Direct Mail | D&AD
Toms Target Together Sweater Ten+ Years of Award Winning Direct Mail | D&AD

Air Force FM

Air Force FM
Award: Graphite Pencil / Direct / Direct Mail / 2014
Agency: George Patterson Y&R Melbourne
Client: Defence Force Recruiting

George Patterson Y&R Melbourne created a dedicated Air Force radio station, playing Defence Force Recruiting's radio ad on loop. But before you could hear it, you had to build a radio. University engineering students were sent packs with everything they needed to construct an FM radio. Except one thing, instructions. Candidates proved their problem solving skills; wiring, soldering and assembling the radio. Once complete, students tuned to Air Force FM, our radio station created for this campaign. The radio ad instantly offered successful students a fast track to an exciting career.

direct mail design inspiration

WVRST Sausage Party Invite

WVRST Sausage Party Invite
Award: Wood Pencil / Graphic Design / Direct Mail (Graphic Design) / 2013
Agency: TAXI2 Canada
Client: WVRST

To build hype around WVRST’s grand opening, TAXI2 Canada hand-delivered t-shirts packaged as sausages wrapped in butcher paper. This direct mail piece invited food critics, bloggers and other cultural influencers to what TAXI2 Canada dubbed “the sausage party”. The shirts were printed with the same humorous artwork from the WVRST posters of adorable animals being put through a meat grinder.

award winning direct mail

Chunky Mail

Chunky Mail
Award: Wood Pencil / Direct / Direct Mail / 2012
Agency: JWT London
Client: Nestle

To communicate the chunkiness of Kit Kat Chunky and drive trial, JWT London created a mailer that looked just like the card postmen leave behind when they’re unable to deliver a package. The real card often states that the package couldn’t be delivered because it was ‘too big for your letterbox’. JWT London tongue-in-cheek card claimed that we couldn’t deliver a Kit Kat Chunky because it was ‘too chunky for your letterbox’. Recipients were directed to collect their free Kit Kat Chunky from their local newsagent.

award winning direct mail

Imaginary Musical Instruments

Imaginary Musical Instruments
Award: Wood Pencil / Direct / Direct Mail/Very Low Volume / 2011
Agency: DDB Brasil
Client: Saxsofunny

To make Saxsofunny the most well-known sound production company that produces advertising campaigns, DDB Brasil wanted to engage creative people in the market and create buzz. The target was Saxsofunny clients and prospects that had never experienced the company's services. The solution was to create cases for imaginary musical instruments conveying the message ‘we play the sound you need’, and reinforcing the idea that Saxsofunny complies with any client's sound needs. Inside the instrument's case was the company's portfolio, showing its vast experience in advertising campaigns.

inspirational direct mail

Trillion Dollar Mailer

Trillion Dollar Mailer
Award: In Book / Direct / Addressed Direct Mail Very Low Volume 1-500 / 2010
Agency: TBWA\Hunt\Lascaris, Johnannesburg
Client: The Zimbabwean Newspaper

The Zimbabwean Newspaper, forced into exile, was then slapped with a 55% luxury import duty, making it unaffordable for Zimbabweans. To raise awareness of this issue, TBWA\Hunt\Lascaris, Johnannesburg, developed an unusual solution. The most eloquent symbol of Zimbabwe’s collapse is the Z$ trillion note, which cannot buy anything and certainly not advertising. But it can become the advertising. TBWA\Hunt\Lascaris turned the money into the medium by printing our messages straight onto it. They made flyers and direct mailers out of the worthless money. Overnight, Zimbabwean banknotes achieved what they’d never been able to buy – advertising coverage. The Zimbabwean Newspaper used Mugabe’s own creation against him.

inspirational direct mail

20 Years Warranty

20 Years Warranty
Award: Wood Pencil / Direct / Addressed Direct Mail Very Low Volume 1-500 / 2009
Agency: Saatchi & Saatchi
Client: Schott Solar

Schott Solar produces solar panels with 20 years' warranty. In order to present the Schott Solar brand in a distinctive and meaningful way to wholesale markets, Saatchi & Saatchi created a 20-year warranty calendar, which sticks out over 60cm from the wall. A message which can hardly be ignored.

direct mail design inspiration

Redhead

Redhead
Award: Wood Pencil / Direct / Addressed Direct Mail Very Low Volume 1-500 / 2008
Agency: DDB
Client: SSL New Zealand

Durex Performa condoms are designed to help men last longer in bed. To promote their launch at Erotica, New Zealand’s biggest annual erotic expo, DDB created the cringe-worthy alternative to not using the condom. ‘Last Longer’ pillowcases, each emblazoned with the bare head and shoulders of an ugly woman, were distributed alongside Performa condoms during the three-day expo. An instruction card instructed men to place the pillowcase over a pillow and lay it at the head of their bed prior to sex. The resulting impression was that this rather unappealing woman was in bed with them, and should they feel themselves prematurely close to finishing, salvation was only a short glance away.

direct mail design inspiration

Teenager

Teenager
Award: Graphite Pencil / Direct / Direct Mail Door Drop Very Low Volume 1 - 500 /
Agency: JWT Singapore
Client: In Touch Community Service

The idea, using string and button envelopes, was a powerful visual demonstration of the message. By untying the string, individuals freed the noose around the victim’s neck. This simple act drove home the point that saving lives was that easy. And that everybody had the ability to save lives. Inside the envelope was a brochure containing contact details for those who wanted to know more about volunteering with CrisisLine and additional information on this non-profit organisation.

best direct mail marketing campaigns

Natural History Museum Eraser

Natural History Museum Eraser
Award: Wood Pencil / Direct / Addressed Direct Mail Low Volume 501 - 10,000 / 2006
Agency: hat-trick design
Client: Natural History Museum

The Natural History Museum needed to produce a cost-effective direct mail piece that would raise awareness of the talks at the Darwin Centre.

The eraser, produced as direct mail, puts the issue of extinction literally in the palm of your hand.

best direct mail marketing campaigns

Bullet Hole Through Magazine

Bullet Hole Through Magazine
Award: Yellow Pencil / Direct Mail / Public Services and Charities / 2005
Agency: Miles Calcraft Briginshaw Duffy
Client: Metropolitan Police Services

Within London's black community, the number of guns, and consequently the number of shootings, have reached horrific proportions. Operation Trident is the Metropolitan Police's established unit for dealing with these crimes.

The goal was to emphasise that calling the confidential telephone line to report weapons could make a difference in real terms. In short, with fewer guns on the streets, there will be fewer deaths.

The bullet hole in the magazine showed graphically that a single bullet can rip through many lives. The final insert on the inside back cover means that the intrigue built up on every page is resolved, shockingly, after the reader has seen person after person affected by the bullet.

best direct mail marketing campaigns

The D&AD Professional Awards celebrate creativity in categories such as Crafts for Advertising, Press Advertising and Direct. If you think you have campaign that deserves a D&AD Pencil, why not enter it and see if our board of judges agrees. Or, for more creative inspiration and award winning direct campaign examples, see the Direct winners from past D&AD Awards.

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