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Amanda Binks (DentsuBos )
Winner: DentsuBos Executive Creative Director: Travis Cowdy, Lyranda Martin Evans Art Director: Amber Arezes Copywriter: Shane Rodak Account Director: Kelly Ko Print Producer: Rajesh Bhalsod, Mickey Spinosa
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.