The brief was to create business cards for The Backpacker Co., India’s premier company guiding backpacking trips around the world. While studying the behaviour of backpackers, we realised they’d carry soap in the form of easy to carry and use soap strips. And soap strips are as smalland slim as business cards. Voilà! After the first circulation, the client’s office was flooded with calls from travellers who asked for the cards, promising to pass them around. They were distributed during the company’s trips around Europe, which resulted in a 19% rise in travellersregistering to backpack around India.
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