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.

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Direct mail included a leaflet, a lint roller and an unnecessarily long letter.

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The lint roller could be used to remove the 'fluff' from the letter.

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Those interested in strategy and results got their own direct mail packs encouraging them to enter.

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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.

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On the big night a portrait artist created 'less fluffy' portraits.

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