2013 Winners & Shortlists

The Brief

SMC interiors a provider of B2B products, wanted to communicate to its existing clients through a direct mailer its new "GreenGuard" certification. Being the first Saudi company to receive such a certification, SMC interiors wanted the mailer to strengthen the value of the award by showing their new behavior as a green oriented company.

Creative Execution

Our idea was about transforming the envelope into a sudoku and the flyer into a book-marker. Besides, they were both printed on recycled material. Having said that, we capitalized on the main objective of the mailer which was to inform SMC interiors' clients about the new GreenGuard Certification received in a way showing SMC interiors as an environment friendly company and to solidify the merit fo the certificate not only because of the products they provide but also for their behavior as a responsible company through ensuring the mailer which is supposed to deliver the message has an additional benefit.

Describe the creative solution to the brief/objective.

Building on the insight that most people once they receive a mail, open it, read it and then trash it. We wanted an idea that changes this very common behavior. We created a mailer that besides delivering the desired message, has an additional use of both its envelope and flyer. All the above with the objective of creating a solid impression at the recipient's end about SMC interiors as a green behaving company.

Results

Given the nature of SMC interiors business that is mostly a B2B model, results may not be the key as the targeted audience was relatively small in size and limited to their major clients yet the genuin idea and its relevance to the message is the focus.