Direct Mail remains one of the most innovative areas of Direct marketing. Don't believe us? Then take Nicky Bullard's word for it.
Nicky Bullard is Chairman and Chief Creative Officer of MRM Meteorite. Prior to this she spent 16 years as Executive Creative Director at LIDA. She a member of the D&AD Board of Trustees, and was previously a Judge on our Awards Direct Jury.
Here she introduces three Pencil-winning campaigns that prove that Direct Mail is as creative as it is effective.
The world of digital is taking over the physical. But in the Direct Mail category, the pieces of work that won formed part of a wider campaign. This just goes to show how important direct mail is. We had some brilliant entries, and these three in particular were outstanding. They demonstrate the power of the tangible.
Mercedes-Benz – The Tribal Rapport Field Guide
There was only a short run of 50 of these books.
The content was a guide on how to communicate with tribes, hence landing the point that this car can take you anywhere.
Every single element was beautifully crafted. Even the fact-finding and research was stunning.
You just sensed that every person who had touched the work loved it.
You could touch it and feel it and smell it.
That’s what D&AD is all about, it’s not just a great idea. That is, of course bloody hard, but it has to be executed beautifully. It was a real visceral experience.
Vanguard HIV Issue
This has won Pencils in a few categories. But it was particularly right in Direct. It’s a beautiful thing.
If you subscribed you were mailed the issue, and inside was a magazine printed with ink containing the blood of people who have HIV.
But the best bit was the call to action - break the seal and help break the stigma. It challenged you. And what’s wonderful about Direct Mail is that that this action would be a really intimate experience in your home.
When I first held it and opened it, I challenged my own self. I thought I was incredibly liberal. I'm not. I found out that about myself. Powerful stuff. For that reason, it felt like a perfect piece.
Nando’s – Peri-Thread Book
Nandos had a tough challenge. They wanted to communicate to their managers and their staff the “thread” of the company ethos. So they created an actual thread made of their most famous asset - their peri-peri spice.
The thread is stitched throughout the book. And it's wonderfully crafted.
What’s beautiful about this is the theme of direct being part of a bigger campaign. This thread is stitched into not just the book, but every Nandos uniform, and the furniture in every restaurant. It’s something I’ll be telling my children about.
The attention to detail is stunning, and there’s a reason for it - it’s not just a beautiful book. They took it beyond direct mail, and into the real world. Blimmin' marvellous.
If you think you have a campaign that deserves a Pencil, enter your work into the D&AD Awards and see if our judges agree. When it comes to awards, nothing matters more.