Concept and Copywriting
If you can’t email customers, you can always send them your message in the post, as The Times/Sunday Times did. The newspapers wanted to entice lapsed subscribers to renew their subscriptions by offering them free access to National Geographic.
With a limited budget, my art director and I needed to bring the offer to life in a way that was in keeping with National Geographic’s cultural status and visual flair. So we put the offer on a postcard – but not just an ordinary postcard. We went for a large, die-cut tribal mask, and invited recipients to put it over their faces to “See the world from a different perspective”.
We created this at Pulse Creative.
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