Epic Denim - a multifaceted direct mail invitation

24 August, 2016

Epic Denim多元直销函件邀请

Personalisation is one of the best ways to engage your audience with your direct marketing campaign, and one company’s innovative invites have a very personal touch. Denim brand Mustang invites VIPs to a special dinner in Berlin every year, but its 2014 ‘Epic Denim’ campaign is truly unique.

Made from old jeans, the direct mail piece formed a ten page book, with a story beautifully stitched into the fabric. The clever story revealed more about Mustang, including its heritage and more recent history, providing a colourful twist on a traditional invite.

But, with the campaign so on brand, what makes this direct mail piece bespoke? Well, each book included a stitched portrait of the recipient and, when the binding was carefully cut, the books would unravel into a pair of jeans ‒ customised to the recipient’s size.

The campaign, which Mustang called ‘The First Wearable Book’, has won awards, including a Bronze prize at Eurobest and a Wood Pencil at the D&AD Awards, showing that a considerate, personal touch can go a long way when it comes to direct mail.

Related News & Blog