Living in a digital world

Cannes 2008 – Direct – Some shortlisted work

Here is some of the shortlisted direct work. This is from Castrol. It’s my favourite piece in the category. Wearing motorcycle helmets is seen as very uncool by Indian youth. This mailed t-shirt on receipt gives 10 reasons why you shouldn’t wear a helmet. But, when it’s washed the t-shirt has an awful accident in the washing machine. The red ink runs blood red and the message mostly disappears leaving only the stark warning ‘reason why you should wear a helmet’. Excellent.

During the Hollywood writer’s strike, TCM sent out this simple mailer. It features a very short letter claiming the channel is in full support of the strike, as after all the best movies have already been made. Such a clear dramatisation of the movie channel’s USP.

Mailpack for Toyota, selling the benefits of the built-in GPS system. Again a simple idea – the envelope has been redirected, but with GPS you’ll arrive without detours.

Lots of ideas playing with the mechanics of mail this year. Here a scale replica of the Land Rover Discovery is sent to prospects in packaging which appears to have been absolutely battered in the process of reaching you. However the ‘indestructible’ Land Rover Discovery is in pristine condition inside the ruined packaging.

Not very PC, but perfect for the target audience. This is the ‘last longer’ pillow.

June 17, 2008 - Posted by riksta | Uncategorized | Cannes 2008, Castrol, Durex, Land Rover, shortlisted entries, Toyota