The Brief

Nuvali is a sustainable community committed to creating living spaces that thrive with the earth. One of its biggest attractions is a man-made lake inhabited by thousands of koi fish. The direct campaign aims to invite people to understand Nuvali by experiencing its unique surroundings.

Creative Execution

By printing the mailer on fish feed instead of paper, the invite captures Nuvali's vision of sustainability where everything has a function and nothing goes to waste.

Describe the creative solution to the brief/objective.

In a sustainable ecosystem, everything has a purpose and nothing goes to waste. To give people a taste of Nuvali, we turned our invitation into fish feed. Made from natural ingredients and printed with edible ink, each sheet was designed after a specific variety of koi so that visitors could learn about the diversity of koi species while feeding the colourful creatures.

Results

Our unique invites generated hundreds of foot traffic, fed thousands of happy fish and produced zero waste.