USPS - DM Deli Campaign (creative direction)

•

order your very own deli sandwich,
named after you!

I charged the creative teams to find a visual analogy—
to demonstrate how data can be use to create impact.
The process of ordering of a deli sandwich was universal in it's familiarity,
yet could express the very unique preferences that make us individual.

channels used: • Web Banners • Direct Mail

(A visual demonstration of how Variable Digital Printing, VDP,
can bring individualized drama to direct mail).

• Web Banners tie into the 'deli theme' with use of a chalk-colored hand-lettering on a bold, black chalkboard background.

• The Outbound Mailer invited recipients to a proverbial lunch, by way of of an envelope that looks like a white paper lunch bag, complete with your name on it.

• Business Reply Card uses a cover design panel that mimics a plastic "take one" card (above), the BRC was designed to look like a waitress's order pad from a deli or diner (below).

On the order pad, folks could express their individual taste by choosing their own type of:
• bread, • meat/veg, • cheese, • topping, • condiments—and even sides!

Look below for the 'Taylor Supreme'—the final image created from this specific BRC 'order'.

• The Fulfillment Mailing Envelope wrapped visually in white butcher paper & tape,
just how you'd get fresh cut meat or cheese.

• The Fulfillment Brochure cover

depicted the customized image of

your unique sandwich order!

Also included was a personalized DVD with video testimonialsof successful uses of Variable data Printing (VDP), above.

Below, we depicted just a sampling of the possible sandwich outcomes
in sales collateral developed for the USPS Sale Force—to visually underscore the
potential power of variable data printing—and get them excited about selling it.

Fun fact:
Over 3,000 combinations of sandwich fixin's were possible,
clearly demonstrating the potential for VDP to deliver a very customized product
— based on your UNIQUE DATA.