Concept and Copywriting
Most of us don’t like being sold to. Dull-looking, unsolicited marketing communications are likely to be ignored, deleted or, in the case of direct mail, thrown in the recycling bin without being opened. That’s why, wherever possible, my creative partners and I like to intrigue or surprise prospects in relevant ways, to break down the ice and get them on the marketer’s side, ready to listen to us.
In this Boots Opticians one-piece mailer, my art director Jeff Suthons and I used an insight that any middle-aged person developing long-sightedness can relate to.