The Campaign

For an agency that sought to swim against the tide, we had to do something different to make an impression. We did this by bringing alive the romance of advertising through the most romantic act of expression – writing. The creative medium sought to engage the invitee at a more personal level and imbue them with a sense of co-creation of the message.

Creative Execution

An innovative design-led invite that made use of ‘relief lettering’ .ie., raised lettering that could not be read by the naked eye. The invite invited the invitee to discover the message by shading the blank card using the attached red-coloured pencil. The creative device of a hidden message was used specifically to engage the invitee at a deeper level by effecting the joy of unearthing the message. The message was a lively party invite, with accompanying visual party icons; juxtaposed with an intriguing theme of ‘chemistry of love’.

Indication of how successful the outcome was in the market

Our invite was well-received by all and became the hot topic of discussion at the party. It also helped accomplish the objective of reinforcing our creative expertise and assuring our clients that they are in good hands.

Utopeia was founded with the objective of ‘bringing back the love for advertising, brands and consumers’ in an increasingly corporatized and fragmented agency scenario. An ‘old-school’ medium was used to explicitly bring alive the agency ethos among the invitees. The colour red represented the house colours. Our audience included all our current & prospective clients and our well-wishers. Our approach was to create an invite not just to be read, but to be arrived at.