CAMPAIGN DIRECT: REVIEW (IN ASSOCIATION WITH ROYAL MAIL)

By ANDY BLACKFORD, a member of Joshua&rsqu, campaignlive.co.uk, Friday, 29 January 1999 12:00AM

First, IBM. This mailing for IBM’s unusually brainy abacus mystified us: no letter, address carrier, no outer. The pack lid asked, ’What will you be doing in five years’ time?’ The lid sprung open and a book jumped out, with the answer on the cover: ’Everything.’ ’But I don’t want to do everything,’ groaned my Joshua creative council partner, Ivan Palmer.

First, IBM. This mailing for IBM’s unusually brainy abacus

mystified us: no letter, address carrier, no outer. The pack lid asked,

’What will you be doing in five years’ time?’ The lid sprung open and a

book jumped out, with the answer on the cover: ’Everything.’ ’But I

don’t want to do everything,’ groaned my Joshua creative council

partner, Ivan Palmer.



’I thought computers were supposed to save us from working, so we could

drink more.’



Mind you, when the RS/6000 goes to work, it really goes to work. It

saves the population of India, discovers subterranean oil reservoirs and

stages fantastic, virtual road accidents with spine-fracturing

accuracy.



It’s clearly very good. And judging by the production values of the

mailing, very expensive, too. But, as someone pointed out, the call to

action is decidedly lame - just a reply-paid card requesting more

information. The book promises a long shelf-life, and yet it only allows

one response. Not a phone number in sight. Shame.



Tony Stone. Help! We are attacked on all sides by aggressive cardboard

engineering. This time it’s an elasticated dragonfly, which leaps out

from behind a cardboard leaf and scares the shit out of you.



The idea is that Tony Stone’s photographers have mastered the urge to

run a mile at the sight of a creepy crawly, in order to bring you their

latest animal kingdom catalogue, Wild & Untamed. It’s cute, but the

writer has suffered a metaphor embolism, so that the line on the front

belongs to an entirely different (and not so good) campaign.



Streetsmart. Great idea. Let’s prey on the fat cats as they gorge

themselves in the flesh pots of Soho, while outside the underclass

crouches in rags and boxes under the bitter scalpel of the east wind ...

Add pounds 1 to your bill this Christmas and help a homeless person.



We liked the way they turned a napkin into a sleeping bag - even though

someone pointed out that the Homeless Head protruding from the napkin

rather resembled a penis. The sleeping-bag-on-the-plate device, though,

induced a thumbs-down. They said it looked like something from a student

book. Personally, I rather liked it. There’s nothing as cruel as a

council.



Audi Foundation. Smart bit of sales promotion, this, if rather galling

to a little Englander like me - setting up Audi, the German car

manufacturer, as the saviour of British engineering genius. But we all

agreed that the application form was about as user-friendly as a land

mine. Palmer waxed poetical. ’After all, this is where we invite our

tender prospects to cross the divide of inertia and walk with us!’



And suddenly, Direct Marketing lay before us like the Promised Land,

bathed in a heavenly, golden light.





CREDITS

IBM RS/6000

Brief: IBM’s RS/6000 server offers better, faster and cheaper technology

than existing PCs for the number-crunching tasks of the future

Agency: OgilvyOne

Copywriter: Mark Davies

Art director: Paul Ryan

TONY STONE

Brief: Create awareness of the new Tony Stone catalogue, Wild & Untamed

Agency: IMP

Copywriter: Ford Batey Art director: Hamish Dixon

STREETSMART

Brief: Raise awareness of the Streetsmart scheme to get diners to eat at

restaurants that contribute pounds 1 to charity

Agency: WCRS

Copywriter: Will Barnett

Art director: Mike Wells

AUDI FOUNDATION

Brief: Raise awareness of the Audi Foundation among students and

professors on design and engineering courses

Agency: BBH Unlimited

Copywriter: Dougie Wood

Art director: Dave Cloke



This article was first published on campaignlive.co.uk

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