Direct choice: Financial Times

It's very rare these days to see a nicely constructed bit of folding box-board with a lovely matt-laminate smeared all over.

Once, boxes were everywhere and judging the DMAs was like being in an IKEA depot. Then somebody mentioned the environment; somebody else budgets. Yet another started sending out emails instead. Killjoys.

Here we have a box that contains a booklet and a pair of binoculars.

Is the booklet interesting, relevant and well-produced? Tick. Are the binoculars relevant to the idea of finding the target market? Tick. Is the box a good example of direct mail, dramatising a proposition in a way no other medium can? Tick. Is the idea fresh? Half a tick.

Agency: Touch DDB

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