It’s February. The nights are getting lighter. And we’ve received
our first pay cheque after the financial abyss of the past month.
Forget giving up smoking. Forget losing weight. The cashpoint is active
again and it’s time to kickstart our social life. Our first outing is a
shopping spree to find the best mailers of the week.
First to catch our eye is a teaser mailing for Tony Stone Images’
The pack contains a blank face (hand-drawn circle), stick-on features
and details of a competition. The facial features, which are there to
amuse until your catalogues arrive, had us arguing over who was going to
play with them first.
Finally, the competition encourages us to look through the forthcoming
catalogues, pick a picture from each and describe why they’re the
perfect match. And stone us, if you win, you’ll have your photo taken by
We liked this. A simple but effective boredom cure that will stop us
shelving the catalogues on their arrival.
Next in line are two press ads and a buscard for Westminster Health
Care, a nursing homes provider. The work sets out to generate awareness
of WHC and prompt action - either over the telephone or by attending an
Each piece has been executed in an animated and lively way for a subject
that can appear quite dull on the surface. And the art direction is
portrayed from a child’s point of view, using their interpretation of
language and visuals to detract from the old-fogey mindset.
All-in-all, this is a campaign which, although limited on budget, still
breaks down barriers successfully.
Moving on, we come across a mailer from Ford. It’s a non-stereotypical
over-50s mailer, designed to gather information on, well,
As the full-colour shots reveal, we’re not talking to your average
oldies. These mature beings are mad for it. All they have to do is
complete a survey, send it off and they could win a trip on the Orient
A good attempt is made to inject colour into what is otherwise an area
of grey matter. However, it took us some time to decipher the purpose of
letters in each picture box. We’re sure they could run to Monday,
Tuesday, Wednesday etc, without spoiling the clean lines. A stark
presentation that might be a bit too clever for its target audience.
Finally, we hit upon a flowery little number from ... who? Hang on,
let’s open it and find out. Ah! It’s a triple pack from Vauxhall
promoting three new features on the Vectra model. It revolves around the
idea of a perfect world, which is prompted by headlines and visual
It’s a classy mailer that promises a lot from a cool, kitsch exterior.
Once the pack is opened, we find the new features are clearly explained,
but the art direction seems disjointed. Suddenly, the dreams of a
perfect world are gone for good.
Still, not a bad day’s shopping.
Tony Stone Images
Brief: Raise anticipation of, and involvement with, two new ’portraits’
Copywriter: Steve Pickard
Art director: David Harris
Westminster Health Care
Brief: Support new nursing home openings
Agency: Claydon Heeley International
Copywriter: David Newby
Art director: David Morgan
Brief: Gather information from competitive car drivers who are over
Agency: Wunderman Cato Johnson
Copywriter: Liz Van Put
Art director: Guy Bradbury
Brief: Persuade prospects to consider the new-specification Vectra and
provide updated personal details if necessary
Agency: GGT Direct Copywriter: Richard Madden
Art director: Andy Wilson