Scottex: Strength

Brief:
Communicate the strength of Scottex kitchen paper towels to restaurant owners.

Solution:
We created a mailing made from real Scottex kitchen paper towels. These mailings were posted 'as is', without an envelope, and sent to restaurants all over Belgium. After a successful series within Belgium (see result) we decided to take things a step further... literally. So we used our agency in New York and a befriended agency in Tokyo. The agencies then sent out a new series of mailings to Belgian restaurants.

Results:
A big hand for the Belgian and world's postal services! All the mailings we first sent out to test the concept in Belgium arrived without any damage. Same went for almost all the mailings we sent in the second round (from NY, Tokyo and Ushuaia). We called all the restaurants to check if and how the mailing was received. 98% of all the mailings reached the restaurants in a perfect state and was considered super original and convincing. Even the series posted from Ushuaia, the world's most southern city, made it all the way to Belgium.

Advertising Agency: Duval Guillaume, Antwerp, Belgium
Creative Directors: Geoffrey Hantson, Dirk Domen
Art Directors: Carsten Van Berkel, Stefan Leendertse
Account Directors: Patrick Clymans, Philippe De Cleen

14 comments

StuartLittle's picture
StuartLittle
468 pencils

Good

kgeiger's picture
kgeiger
7092 pencils

Nice.

SuperChicMillionaire's picture
SuperChicMillionaire
34 pencils

Nope.

Andal's picture
Andal
863 pencils

Yup.
_______________
Smart and Funny Signature.

_______________
It's so easy to critic.

ricklongo's picture
ricklongo
1244 pencils

Simple, understable, perfectly showing the products benefits and with a wow factor to boot. Just like advertising should be.

monotone's picture
monotone
301 pencils

Yes.

ADebutant's picture
ADebutant
266 pencils

This is an oldie. Yeah?

"Our factories make cosmetics. We sell hope." -M.Factor

Heaven's picture
Heaven
88 pencils

Muy bien!!! El beneficio está ahí, sin necesidad de convencer de otra forma.
POr cierto, el fin principal de la publicidad es vender, de la forma que quieran, pero vender.
Si es hermoso al grado de ser "casi" arte, pero no vende, no sirve.

simon.gross's picture
simon.gross
541 pencils

Fuck yeah. It's one of those fantastic "instant get" ideas. Why tell people when you can just show them? Awesome. I'd love to have it in my book. Presently experiencing feelings of intense jealousy. Over time these feelings will fade. Fading. Fading.

whitespace's picture
whitespace
1953 pencils

nice.

just hope there weren't stains in some of them.

BOOBJOB LOOBCANNON's picture
BOOBJOB LOOBCANNON
1838 pencils

Dull but effective.

We're going to need more lube.

NatalieM's picture
NatalieM
1687 pencils

Hmm, this a good test for the product. I'm glad to see that Scottex puts their money where their mouth is!

theanc's picture
theanc
2778 pencils

That's very cool. A lot of mailing ideas these days, huh?

PORTUGUÊS: http://augustocorreia.carbonmade.com I ENGLISH: http://augustoinenglish.carbonmade.com

StPepper23's picture
StPepper23
269 pencils

Brilliant

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