The brief was to extend the market of the brand or product - by using direct mail. Victorinox's Swiss Army Knife is well known by adventurers but rarely used by corporate men.
My aim was to get working men off the couch on weekends and into the wild! I used Geocaching [a treasure hunting game where you use a GPS to hide and seek containers] to introduce the different phases of the direct mail to the men accepting the challenge.
After you have completed the assignment - you receive a stamp and discount on a Swiss Army Knife
Examples of pages in the booklet
Rules and tips on geocaching
