TOAST by Elmwood for THE BREAKFAST CLUB

TOAST

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market United Kingdom
Agency Elmwood
Creative Director Richard Scholey
Released June 2009

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: THE BREAKFAST CLUB
Product/Service: BREAKFAST CLUB DINER
Agency: ELMWOOD
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: ELMWOOD, Leeds, UNITED KINGDOM
Creative Director: Richard Scholey (Elmwood)
Design Director: Ben Greengrass (Elmwood)
Media placement: Invitation/direct Mail - 100-200 Mailings Sent Direct To Contacts - June 2009

Describe the challenges and key objectives
The invitations had to work hard to not only to get noticed by a discerning café audience but make it into their diaries. It had to feel like more than a promotional flyer, something that wouldn’t get thrown away and would build on the Breakfast Club’s youthful, retro approach.

Describe the brief from the client
Our long-standing friends and clients, The Breakfast Club diner, were opening a new venue in Hoxton. They asked us to design invitations to their launch party.

Describe how you arrived at the final design
We created a tasty set of invitations by embossing slices of bread with all the necessary information. We then toasted them to preserve and protect the message, and gave each individual invitation its own protective cardboard envelope.

Give some indication of how successful the outcome was in the market
The invite attracted 200 people to the launch party. Since then, the new café has been attracting 4,000 people a week, including famous names such as David Hasselhoff, Adam Ant, Jarvis Cocker, Keith Richards and Dizzee Rascal. Also featured in Blackberry’s global ‘Love What You Do’ ad campaign. “The toast had everything, not only was it huge from an impact perspective, it was completely relevant to our business, it reflected our sense of fun but most importantly it delivered a message - Party on the 6th of June" Jonathan Arana-Morton Breakfast Club owner “London’s new celebrity haunt” The Evening Standard