Proximity DM, Promo HONEST ENVELOPES by CP Comunicación Proximity Spain

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HONEST ENVELOPES

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Industry Advertising agencies, Business equipment & services
Media Direct marketing, Promo & PR
Market Spain
Agency CP Comunicación Proximity Spain
Creative Director Carles Alcon, Ferran Lafuente, Alba Vence, David Vijil
Art Director Rodrigo Chaparreiro, Jordi Roura, Ivan Aguado, Sergio Lahoz, Sonia Rodríguez Fernández, Fran Arguijo
Copywriter Neus Giménez, Anna Soler, Jordi Iglesias, Edu Escudero, Laura Cuni, Carmela Serantes, Raúl Somaza
Account Supervisor Arantza Bilbao
Released March 2014

Awards

Caples Awards 2014
Other Media Agency self promotion Bronze

Credits & Description

2013 was a bad year for envelopes in Spain. They became a symbol of corruption after a huge political scandal where black money in envelopes turned out to be the main piece of the puzzle.
Proximity Barcelona decided to recover envelopes' previous status as carriers of good news, love messages and positive values. And we did that by designing an envelope that included a round transparent window; a renewed enveloped called "Honest Envelope".
AGENCY Proximity
PRODUCT
TITLE Honest Envelopes
CLIENT Proximity
MEDIA Direct Marketing
COUNTRY Spain
DATE OF CAMPAIGN December 2013
CREATIVE TEAM
Advertised brand: PROXIMITY
Advert title(s): HONEST ENVELOPES
Advertising Agency: PROXIMITY (SPAIN)
Agency website: http://www.proximity.es/
Creative Director: Alba Vence, Ferran Lafuente, Carles Alcón, David Vijil
Art Director: Ivan Aguado, Sergio Lahoz, Jordi Roura, Rodrigo Chaparreiro, Fran Arguijo, Sonia Fernandez, Lia Mendoça, Miriam Rodríguez, Claudia Cordorniu
Copywriter: Jordi Iglesias, Neus Gimenez, Edu Escudero, Laura Cuni, Carmela Serantes, Anna Soler, Raúl Somaza, Aitor Ormaetxea
Additional credits: Eva Santos, Executive Creative Director
Account Supervisor: Arantza Bilbao
Account Executive: Aida Mateo
3D develope: David Eloségui
Digital producer: Rubén Mejías
Programmer: Lluís Garcia
External Affair Manager: Laura Carrillo
Community Manager: Sara Hurtado
Produce Manager: Gemma Selga
Published: December 2013
BACKGROUND
Sobres Honestos® (‘Honest Envelopes’) were created with the aim of restoring some traditional utility and dignity to the envelope.
Spain is now perceived as a country that is more corrupt than, Brunei or Qatar, according to the NGO Transparency International.
Sobres Honestos® have a viewing window to ensure that their content remains public and their characteristics have been registered and certified in the presence of a notary
IDEA
The image of Spain as a corrupt country has been reinforced over the course of the last year, to such an extent that it has slipped ten positions in the 2013 Corruption Perceptions Index, which is updated annually by Transparency International. A significant part of this perception is linked to one item in particular: the envelope and what is now colloquially known as the ‘Bárcenas effect’ (which places any transaction involving envelopes under suspicion). In fact, since the ‘Bárcenas case’ first broke, envelopes have been a trending topic on the Twitter social network several times, with the consequent loss of prestige that this incurs.
Sobres Honestos® (http://www.honestenvelopes.com), which were born out of a desire to reunite envelopes with their dignity, is a non-profit-making initiative that seeks to restore the honour of this product and ensure that it goes back to performing its natural function: whether this means sending a letter or giving money to a grandchild for Christmas.
This initiative, carried out by the communication agency Proximity, aims to re-establish the good name of envelopes so that handing them over can once again be considered an honourable gesture. To prove their transparency and incorruptibility, Sobres Honestos® have a viewing window to ensure that their content is always public. Their capacity only allows ‘bonus payments’ to be made to grandchildren, children and nephews and nieces in 2-euro coins, and their optimised size of 220 mm x 156 mm (A5) makes them inappropriate for sending ‘extras’, since they will only hold what the recipient deserves.
Furthermore they are made from biodegradable stone paper and their manufacture involved not a single tree being felled, nor a drop of water being wasted. To regain public trust and establish their bona fides, the characteristics of Sobres Honestos® have been certified and recorded before a notary.
The first issue of Sobres Honestos® consists of a limited edition of 6,000 units which are on sale from today at kiosks, newsagents and bookshops in Madrid and Barcelona. The retail price of €10 (for a pack of 10 envelopes) is exactly how much they cost to produce. Sobres Honestos® also have a website (http://www.honestenvelopes.com) where the user’s manual, characteristics and certificates are all set out, together with a list of stockists. The information is also available by following the hashtag #sobreshonestos.
RESULTS
Important nacional and internacional mass media coverage