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Long Envelope

Issue 14 | March 2010

Agency

DraftFCB New Zealand

Creative Team

Creative Director: Tony Clewett, Copywriter: Gerry Ryan, Art Director: Aga Grandowicz

Production Team

Production Manager: Christine Kennard

Other Credits

Managing Director: Michael Killeen, Account Manager: Jane Fleming

Date

December 2009

Background

These are not the best of times economically and even the most successful people are wondering where they can save a penny or two, especially in their motoring costs. The problem is, in New Zealand car buyers simply don’t associate economical diesel engines with top-end BMWs.

Idea

The idea was to take prospects on a ‘journey’ that demonstrated how the frugality of a BMW diesel can allow owners to have the occasional, well-earned, old-fashioned ‘to-hell-with-it’ moment of decadence.

Our Thoughts

Regular readers will know I have a thing about envelopes. I see them as a test of creative mettle and I always applaud the team who find a way to make them intriguing, interesting or in any way impactful pieces of communication in their own right. New Zealand seems to be trying hardest to reinvent the outer, with Y&R’s ‘Concrete Envelope’ and now DraftFCB’s long, long envelope.

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