Over the past ten years Direct Marketing has become a place to show off brilliant ideas. What's more, increased personalisation means it can reach targeted audiences like never before.
To celebrate the discipline we got together with Royal Mail Marketreach for a special event.
Four of the most distinguished Direct practitioners to talk us through the work that made them say 'I Wish I'd Done That'.
Executive Creative Director, LIDA / M&C Saatchi
When I was lucky enough to lead the Direct jury at the D&AD Professional Awards, there were few genuine standouts but Air Force FM is a piece of creative that I really wish I’d done.
For me, it has everything that makes it a great example of Direct: targeting, a genius idea, you’ve made the audience want to do something and they did it.
Take a look at the video below to see for yourself.
Chief Creative Officer at Wunderman UK
For me, a ‘big’ idea is one of those blue sky “what if’s”.
Like, ‘what if we turned 5,000 pay phones into time machines?” Now that’s a big idea. It sounds impossible, but that’s exactly what Droga5 did.
It may not meet the traditional criteria. It’s not targeted, doesn’t feature a traditional acquisition/retention model and there’s no data capture. But it’s undeniably direct: A bloody great phone number on a phone – it doesn’t get more direct than that!
Watch the campaign video below to see how Droga5 took us back to 1993.
It’s been a long ten years and a lot has changed in Direct. I’ve been doing what’s considered Direct for even longer because I love the discipline. I love how we uncover insights to drive an idea, then we talk directly to consumers using our craft skills.
However, often the great work doesn’t come through, even at the big awards shows like D&AD because we’re not very good at celebrating our own work. We’re not good at being brave. I’ve chosen this campaign because it exemplifies the type of bravery we should all be aspiring to.
Take a look at the Leo Burnett campaign film for Hemoba, My Blood is Red and Black.
Global Chief Creative Officer, RAPP
I wish I had done this piece of work because it has the perfect ‘Holy Trinity’ of a brilliant concept, product innovation and a real purpose.
The world of customer loyalty is often driven by a points and prizes mentality. What Starhub has done here is the complete opposite. This is a story of purpose not product, where the brand is demonstrating a belief in values beyond their product.
Loyalty is driven by a sense of purpose, not a point or a prize. It really is a triumph of people wanting to help others over helping themselves.
Watch the video below to see the MySmartEye mobile app in action.
The D&AD Professional Awards celebrate the world's very best commercial creativity in 27 different categories, ranging from PR to Book Design. If you think you have a campaign worthy of a D&AD Pencil, why not enter your work now and see if our board of judges agrees.
If you think you have a campaign that deserves a Pencil, enter your work into the D&AD Professional Awards and see if our judges agree. When it comes to awards, nothing matters more.