Anderson Direct Marketing wanted to promote their new variable data printing capabilities for the upcoming 2008 new year. The technology gave them the ability to personalize printed pieces in remarkable ways.
To avoid the glut of Christmas promotions, the team decided to create a New Year's mailing piece. Steve developed the concept of a New Year's Baby that appeared to be covered in the recipient's name. He wrote the copy, sourced the photography and designed the memorable oversized postcard. Sales team members reported that clients kept the postcards on display in their offices.