Summary
This project was developed in response to a client request for a large, integrated summer promotion. The direct mail piece was designed to capture attention and motivate recipients to visit the campaign website and participate in the contest. The promotion encouraged consumers to create original designs, connect with others, and collaboratively build concepts that would ultimately be brought to life as a full-scale, real-world structure.
Production Concept
The production approach centered on the idea of construction and modular building. The direct mail component was conceived as an interactive piece that physically reinforced the campaign theme through a dimensional, pop-up experience upon opening. The format was based on a 6x9 standard mailer, executed as a tri-fold or bi-fold with integrated coupon elements to drive engagement.
Design
The final design featured a pop-up bi-fold structure paired with accordion-fold coupons. An initial white paper comp was produced and shared with the client to demonstrate the concept and mechanics. Following client approval, the design moved into full creative development with the application of final visual elements.
Camel - Buildout DM - Promo Version Open
Camel - Buildout DM - Promo Version Closed
Camel - Buildout DM - Teaser GIF
Parliament Sweepstakes DM - Iron Cross
Parliament Bounceback DM - Chopper box
Camel Crush Promotional DM - Teaser, Sustain and Promo
Camel New Product DM - Original Origami Design
Camel Summer Soundwaves Promotional DM
