Our client was customarily "print and production" sales-focused.
They had great equipment, processes, products and possessed numerous certifications for quality and green causes, but they went to market
"like a printer" – a postcard with generic photography or a free pen once in a blue moon, with a commodity-based mindset, rather than portraying themselves as a partner, bringing incredible experience, insight and value.
They didn't highlight some of their high-end capabilities or how they could be a vital component to bringing a household brand's high-end ideas to life.
In this instance, they wanted to pierce the Health and Beauty market.
So, part of each concept pitched was, let's "show them" what we can do, rather than tell them. Let's make it three-dimensional, rather than unfinished samples, or pictures of printing presses and die-cutters.
And, because most of their big name clientele didn't allow them to
show/speak of the work they did, let's create a fictitious product.
Let's be daring (and creative) enough to send something like what they might need to create, and make them feel like a customer themselves for a moment – connect emotionally in addition to their procurement mindset. We considered food items and perfumes, but what if they didn't like the taste or smell? It could derail the mission.
We could've just designed a cool box to exhibit production prowess,
but why not go all the way and make a "real" impression? If it felt
like a real product, and illustrated an aesthetic awareness of their vertical,
it could open their minds to our client being a resource from creative through production, rather than simply print, cut and score – becoming a more beneficial partner, with the added bonus of additional sales/profit potential for our client.
Forestry stewardship and recycled papers needed to be a big part of our message. After much research, we found these great recycled-paper "seed bombs", basically wadded-up recycled paper with wildflower seeds packed into each ball. We ordered multiple colors to see what they really looked like in person, and to create our color palette. The appealing thing about this campaign was the recipient could keep the package fully intact, or take it home and plant the seeds. If the latter, even at home, they'd be happily reminded of our client everytime they saw these flowers, and still have the packaging kit for reference, impact and longevity.
Our client loved it. Their only hesitation was "they" didn't offer creative. Of course I said, if that opportunity arises, we'll gladly be your creative arm.
The filler is thinly shaved wood maintaining the character
and message of organic/recycling, two primary colors,
multi-level embossing/debossing, intricate spot foils, the seed bombs
and a small tri-fold "product card" (only 2.5"x4.5"), light on copy,
personalized with color photo and contact info of the rep, with a CTA.
It was snugly fit and delivered in a rugged, corrugated kraft wrap box,
hopefully highlighting our intention the integrity of the piece arrive unscathed, and the eco/cost conscious decision to pack accordingly.
