Andy Green DM HERE COMES THE SUN by Y&R London

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Industry Photo Development
Media Direct marketing
Market United Kingdom
Agency Y&R London
Art Director Steve Williams, Adrian Lim
Copywriter Steve Williams, Adrian Lim
Released November 2012

Credits & Description

Category: Dimensional Mailing
Advertiser: ANDY GREEN
Agency: RKCR/Y&R
Art Director/Copywriter: Steve Williams (RKCR/Y&R)
Copywriter/Art Director: Adrian Lim (RKCR/Y&R)
Media placement: Book - Mailings - 8th November 2012
Describe the brief/objective of the direct campaign.
Targeting art directors that were already known to Andy Green and new art directors around the globe.
Every photographer sends out postcards and flyers which feature their work, but more often than not they end up in the bin. The idea was to beat this restrictive habit.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Create a mailer that showcases Andy Green's photographs of people clad in silver heatproof suits, a wry observation on global warming. And make sure it doesn't get thrown away.
Explain why the creative execution was relevant to the product or service.
A lavish silver-clad limited-edition book, entitled 'Here Comes The Sun', featuring Andy's photographs juxtaposed with appropriate quotations.It tells a story and features the artist's work in a way that is entertaining, has impact and shows his talents in a coherent and interesting way.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The book has been very successful within the industry so far, more books are going out to the United States and the rest of the world this year. There has been with an unprecedented number of requests to Andy Green Photography for more books to be sent out to agencies and design companies from people who have seen it and want their own copy, hopefully keeping Andy Green top of mind when creatives and producers are looking for a photographer to shoot for them.
In building and forging new relationships it's been a fantastic investment promotional tool.