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The Secrets of Coffee Mailing

Agency: 
Published/Aired: 
February 2011
Description: 

Coffee reveals coffee secrets. The coffee calendar was a VIP mailing of the Kraft Foods Europe Coffee Category for internal and external stakeholders. The main goal was to surprise category experts and involve them. A strange Mailing: a white box with a seemingly blank calendar. The content becomes visible only after coffee powder is spread over the pages and sticks to the glue-print. Visuals and copy appear – coffee secrets: strange facts, usages and effects. A random act of kindness well received and sure to hang in offices for a year.

Advertising Agency: JWT, Hamburg, Germany
Creative Director: Till Hohmann
Art Directors: Petra Sievers, Jens Klaar, Alexander Rötterink
Copywriters: Oliver Ramm, Tina Krahne
Illustrators: Jens Klaar, Cathrin Hoffmann
Production: Hammesfahr Vertriebs

Comments (9)

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Highest Rated

Shridevi's picture
Shridevi
Activity Score 184

Very nice

almondtruffle's picture
almondtruffle
Activity Score 14

cool DIY dm! :)

Glut's picture
Glut
Activity Score 3937

Clever, easy, fresh

AdBuzzer's picture
AdBuzzer
Activity Score 1174

I wouldn't mind getting such a direct mailing! Great job :-)

CuriousPencil's picture
CuriousPencil
Activity Score 4225

"Random act of kindness" - hardly, but a nice way to intrigue an audience into a messy use of coffee. Undoubtedly clever, but it'd be in my bin by March, after January's glue had dried and the floor was a dusty brown stain.

shahidali's picture
shahidali
Activity Score 4069

Amazing idea. Very clever.
However, didn't like the functional benefits of the coffee described in illustration of the pages. It should have created an emotional platform. Then again, I don't know the TG of Germany well. Having said that, emotional platform is the global stance for all coffee sellers around the globe.

shahid

prohomopithecus's picture
prohomopithecus
Activity Score 39

Dear voters, please forward the half of your stars to
http://adsoftheworld.com/media/ambient/symantec_invitation_card_vision
thx:)

Master Jack's picture
Master Jack
Activity Score 64

Not award-winning, but cute for the product.

Reto1976's picture
Reto1976
Activity Score 24

I agree.

Shridevi's picture
Shridevi
Activity Score 184

Very nice

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