This is an accordion-style printed card, so read it backward from right to left, starting with “Tis the season…”
Back story | Our fancy pants insurance startup needed a custom, premium holiday card brokers would absolutely send to their networks.
Insights | The brief said, “Old money. Nothing schmaltzy. Universal.” I proposed a series of aspirational vignettes with keywords we contexualized with simple images. (No Oxford comma on purpose. With the line break, we felt the comma distracted from the copy.)
Deliverables: Copywriting, QA
Creative partner: Justin VanAlstyne (design, art direction, creative direction)
Results
While the creative was beautiful, the project proved a political win: We couldn’t print enough of these cards. The CEO told my boss, the Board Chairman wasn’t sending any of his friends (including Ben Bernanke and Warren Buffett) the holiday cards his wife bought, he was sending this one! And come to find out, broker lore revealed that this single marketing asset, the annual holiday card, was The. Most. Important. communication they sent All. Year. Phew! It’s real nice when you nail such a high profile win.