As well as generating voluntary registrations, the brief was to raise awareness. No probs there - especially with the choice of green. Know the green of those fluorescent magic markers? Well, this is greener, more fluorescent. Ouch. The team had fun dreaming up place names - Little Bitlost being the best of a good bunch. Copy award? Mebbe. It ends with a reassuring message: "know where you stand" on your land. (Hmm, I'll remember that as I square up to my neighbour's tomcat, who's taken to squatting on my property.)
Next up, National (5), a corporate car rental company. That it is corporate is evident from the moment you set eyes on it. Then even more evident when you open the pack. Then wildly evident when you read the copy, with lines such as "efficiency means something different for every business, because every business is different" and "if we're not making your job easier, we're not doing ours". We're not really slagging this piece off, but fleet managers are probably tired of being spoken to like fleet managers rather than humans.
Volkswagen (4) - this version of the Passat is new but the brief is like an old friend for those of us with "previous" on car accounts: "Luxurious yet spacious." Well-trodden ground but the team has barked up the right tree. A simple, family oriented (though slightly convoluted) idea, well explored through the clean, informative copy. Yet visually it feels a bit tacky - like a dog that needs a good brush.
WWF (3). Great. Well considered. Well crafted in the fact it isn't well crafted. The thrown-together-by-hand look speaks of urgency and visible non-wastage of charity money. The pack warns of the dire consequences for the polar bear, which our grandchildren may only ever see on Google images.
Last, the perfect client. One that lets you spend seemingly unlimited funds. Lets the agency express itself fully. Lets the scribe write pure and undiluted copy. Lets the art director paint on a canvas of exotic stocks. And doesn't bat any eyelid when all this beautiful work is wrapped up in a tatty old fleece. Who could this client be? The agency itself.
Prego (2) is from Ottley, which shows Yorkshire has talent pools as well as beauty spots.
Send samples of work in any medium along with a print quality scan to: Claire Foss, senior reporter, Marketing Direct, 174 Hammersmith Road, London W6 7JP.
1. LAND REGISTRY Objective: Generate voluntary registration enquiries and raise awareness Target audience: Landowners Client: Land Registry Agency: SMP Art director: Rob Ellingham Copywriter: Jonathan Wilcock Medium: Direct mail 2. PREGO Objective: Reinforce the agency's point of difference and communicate its culture Target audience: Potential clients Client: Prego Agency: Prego Art director: Mikey Barley Copywriter: Jared Read Medium: Direct mail 3. WWF Objective: Raise funds and awareness for the Barents Sea and climate change efforts Target audience: More than 95,000 existing supporters Client: WWF Agency: WWAV Rapp Collins Art director: Ralph Barnett Copywriter: Paul Turner Medium: Direct mail 4. VOLKSWAGEN Objective: Tell potential car buyers about the model while reinforcing its luxury qualities Target audience: 80,000 customers, prospects and cold-call contacts nationwide Client: Volkswagen Agency: Proximity London Art director: Chris Rambridge Copywriter: Paul Faulds Medium: Direct mail 5. NATIONAL Objective: Demonstrate National's strengths against its rivals and raise brand awareness Target audience: Key business travel decision-makers Client: National Agency: Positive Thinking Art directors: Nick Carter and Tony Paine Copywriter: John Mills Medium: Direct mail.
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