The Brief

A crucial part of the success of Portfolio Night is securing the attendance of the country’s top Creative Directors. The purpose of the mailer was to invite them to attend. Naturally, knowing our target audience are a) extremely busy and b) arguably the toughest target audience in the world to advertise to… we needed something special.

Creative Execution

The creative execution was designed to serve the creative idea in look, feel and tone: that of the invention of the fictitious Department of Adland Security (DAS). We were true to the idea at all touchpoints. As a broader point, the product being advertised was Portfolio Night – an event that’s all about fostering a new generation of creativity. Therefore it was absolutely essential that we were highly creative in our means of communicating every facet of the event.

Describe the creative solution to the brief/objective.

In line with our Adland Security concept, the mail piece addressed Creative Directors as if they were Department of Adland Security Border Control Officers – being called upon to serve Adland and attend on the night. The mail piece needed to be high impact and engaging in order to have a hope of success.

Results

Creative Directors: We had a 100% turnout of creative representation from the agencies invited - i.e. a 100% positive response rate.