Dead Robin

Background

After taking four months off in 2015 to care for her terminally-ill mother, her freelance creative and copywriting work virtually dried up.

After her mum died, she needed to ignite new leads and remind people she was back working as a freelancer before going broke!

Christmas was fast approaching, so I took the opportunity to speak to people she'd worked with once and creative directors who'd never worked with her.

Idea

At Christmas, creative directors get bombarded with sweets, chocolates and wine sent by hopeful and grateful freelancers and suppliers.

The idea was to show creative directors that she could come up with simple ideas that get cut-through, rather than try to bribe her way onto their freelance list.

To do this she needed an idea that stood out amongst the chocolate and demonstrated her conceptual skills.

The 'dead robin' Christmas card was the solution.

Results

Over 80% of those I mailed visited the campaign landing page to check her out. She also received a two-week work proposal on the strength of the card's creative.