The brief was to create a direct mailer that would promote Fedrigoni’s specially coated, non-blotting printing paper, and inform owners of printing presses and other print buyers across Mumbai that Prism Papyrus stocks it. Our ultimate aim was to solicit enquiries regarding paper samples. To show the perils of using non-coated paper (the ink blots and smudges that result during printing), we created 26 monsters out of ink blots, one for each letter of the English alphabet, and plonked them on the pages of a book that was then mailed to the target audience. 'Monsters, Ink' generated a monster of a response, in terms of enquiries regarding paper samples as well as traffic to the Prism Papyrus website.
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