This mailer strategically invited male shoppers who had not yet shopped during fall season to come in with a $10 offer. Keeping customers active semi-annually keeps retention rates up.
Two goals with this projects were to Incorporate how-to-wear information and styling tips, as well as to get credit for craftsmanship, quality and details.
My solution was an oversized mailer for maximum mailbox impact. I used a florescent orange spot ink for a stark contrast to the moody, cool-blue, urban-chic photographic aesthetic established by the Creative Director for the fall/winter campaign, “In Crowd.”
The piece is organized by panel, each one selling a different style of shoe: dress, athletic, and boots. (These are the three main product categories for men in fall season.)
CREDITS
Creative Director: Bryan Dow
Art Director: Cathy Johnson
Photographer: Liz Von Hoene
Copywriter: Darrin Ebbert
Graphic Designer: Suzy Sprague
Creative Director: Bryan Dow
Art Director: Cathy Johnson
Photographer: Liz Von Hoene
Copywriter: Darrin Ebbert
Graphic Designer: Suzy Sprague
