I was one of several people who worked on this awesome project. It was great to be involved in all the phases of this campaign, from brainstorming meetings to final production. The pieces that I did the most work on were: the map (front and back), the "wanted" ads, the emails and the rubber stamp.
Our team consisted of:
Uriaha Foust, Creative Director,
Joe Black, Senior Art Director,
Evan Finch, Senior Copywriter,
Mark Willis, Senior Copywriter,
Laurie Durham, Senior Imaging Specialist,
Matt Denis, Senior Digital Developer, and
Renee Wilcox, Graphic Designer.
Project Rationale (written by Evan Finch):
Because we wanted our holiday greeting to reflect our agency’s commitment to exploration and discovery, we decided to pursue the ultimate Christmas prize: Kringle himself. And because the Victorian era was known as an age of investigation, we placed our mission in the late 1800s.
We started by recruiting mission participants via Shackleton-esque display ads, which appeared in the classified sections of widely-read local publications.
Next, we mailed clients and prospects a pseudo-antique map of the North Pole, wrapped around a signed holiday greeting that doubled as a teaser postcard, directing readers to TheExpeditionNorth.com for further information. All materials came in an envelope adorned with an ornate return address stamp, along with vintage postage displaying scenes of exploration. Particularly beloved clients received a celebratory bottle of champagne, wrapped in a polar map.
Additional recipients were drawn to the mission’s website by a series of emails—one that echoed the print ad (and included era-appropriate ads for several of Miller Brooks’ clients); and another that announced the mission’s launch from the front page of a fictional Victorian newspaper.
When visitors arrived at TheExpeditionNorth.com, they were greeted by a summary of the voyage’s purpose, a biography of the mission’s leader, and a description of the Miller Brooks Society for Exploratory Illumination.
A multi-part captain’s journal told the story of the mission’s launch, troubles, and triumph in period-appropriate language—accompanied throughout by lavishly Photoshopped images.
The results? One Kringle found. (And countless spectators alerted to Miller Brooks’ creative capabilities and boundary-defying passion.)