The Brief

Arts Centre Melbourne believes every Australian child should have access to the performing arts. So each year, they give disadvantaged children the opportunity to see live performances. To raise funds for this cause, we sent a mailer to everyone on the Arts Centre database - 9,500 people with a keen interest in the arts and the desire to share that passion with others. Our objective was to raise $(confidential).

Creative Execution

The mailer is executed in an artistic manner befitting a client like Arts Centre Melbourne. Gorgeous bespoke illustrations, creative reveals, imaginative typography and engaging copy combine to tell the story of a child whose imagination has been fuelled by the arts. On first opening, it shows everyday objects - a rock, a stick, a bin lid, a dog. As it unfolds, we see what a child can make of these items - the jewel in a crown that makes you boss, a wizard’s sceptre that controls the weather, a shield that turns you invisible, a flying unicorn.

Describe the creative solution to the brief/objective.

Our insight was that our target audience like to reminisce about the days where kids would happily joust with a twig instead of needing an Xbox for entertainment. They want to see kids use their imaginations. And that's precisely what exposure to the performing arts can do. So our mailer demonstrated how a child’s imagination is fuelled by the performing arts - how they can take an everyday object and turn it into something magical when their imagination is inspired. We knew this approach would appeal to our audience and prompt them to donate.

Results

The mailer has only been in market for a month and has already surpassed fundraising objectives, achieving 171% of the target. That’s the power of an imagination fuelled by the performing arts.