THE BRIEF /
"Give us that SUPERMACHINE-touch, please."
The international manufacturer of quality pet food and care products Versele-Laga wanted a new end-of-year campaign. A campaign that showed their clients, employees and partners Versele-Laga appreciates everything they did for the company during the past year.
They were looking for a campaign that is cost-efficient, fun and personal, and fits inside everybody's mailbox.
“We wish you a thousand cranes of happiness”
There is an ancient Japanese legend that promises a single wish to anyone who folds a thousand origami cranes. And together with Versele-Laga we did just that. The employees of the manufacturer folded a thousand origami birds and invited their contact to do the same.
Each mail the company sent out included an instruction sheet and a customizable folding sheet. The recipient of each of those mails, received a wish of happiness from Versele-Laga. They were invited to spread that wish even further.
Each of the folding sheets had room enough left to write a single wish on. So, you could write down your wish for somebody, fold the bird and hand the crane to someone you care about.
THE RESULT /
Elegant, cost-efficient and re-usable.
The beauty of this campaign lies in its simplicity. It’s something that is accessible to everyone. It’s a campaign that manages to transform digital objects (e-mails) into physical ones (the cranes). It is a campaign that is made personal.
It’s a perfect and original way to wish someone happiness through e-mail. It’s elegant and cost-efficient. It’s re-usable and timeless. And most importantly, it brought a smile upon the face of our client and ourselves.
Frederik De Zutter
Elke De Vilder