The All-Terrain Envelope

Consumer Direct Mail/Media Insert - Single

2020

dentsuMCGARRYBOWEN, Toronto, ON

Executive Creative Director: Lyranda Martin Evans, Travis Cowdy Art Director: Amber Arezes Copywriter: Shane Rodak Client Service Director: Caley Erlich Account Director: Dawn Lacuesta Hau, Kelly Ko Client: Melanie Testani, Olena Sapojnikova VP, Print Production: Rajesh Bhalsod Production Manager: Mickey Spinosa Print Producer: Zeinab Panahi Production Company: PressLinx

A lot of direct mail ends up directly in the bin, so to entice our adventure-seeking, high income target, we created a physically engaging demonstration of the hill-climbing ability of the Lexus GX using the mechanism of a Manila envelope. Once unwound, an insert revealed the recipient had just traced the elevation of a drive between Vancouver and Banff. This led them to a landing page where they could win an adventure on that exact drive in a GX.