The DMA Awards Entries Campaign
Unlike other awards DMA's aren't handed out willy-nilly to the best creative idea. Strategy and results play a major part too in whether a brilliant idea deserves a gong. So we positioned The DMA Awards as less fluffy than some awards.
Direct mail sent to Creative Director's.
Direct mail included a leaflet, a lint roller and an unnecessarily long letter.
The lint roller could be used to remove the 'fluff' from the letter.
Those interested in strategy and results got their own direct mail packs encouraging them to enter.
The night before the entry deadline we sent the top 20 agencies pizza's as we knew it was going to be a late one pulling entries together.
On the big night a portrait artist created 'less fluffy' portraits.