Client: Benwells - Twelve Days of Christmas
'' Benwells, gets inundated with orders for Christmas cards. Most of these are left until the last minute by the various clients – so Benwells wanted to send out a reminder to people to get their orders in early, in exchange for a 10% discount. They asked us to put together a card that would communicate this, while showing off their impressive foil-blocking skills. We wondered what life would be like if even your true love took 10% off, so created an alternate version of the Twelve Days of Christmas. This was foil-blocked in metallic red onto duplexed red and white Colorplan, with the reverse foiled in white, along with a partridge which had been 'reduced' by 10%.''
This piece has a strong underlying concept that as been cleverly adapted to the Christmas carol. And works really well through the use of language. The use of language in a clever way, I feel, is the most effective way of grasping an audiences attention, it offers them something to think about and once they 'get it' gives a sense of ownership.
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