ROSES STUDENT AWARDS 2013 - RUNNER UP
This work answered a competition brief that was looking for the big idea to persuade
people to rediscover the delights of pen and paper through the catalyst of communicating
with a penpal.
The, 'You Can't Smell an Email' campaign was directed at 10-14 year olds. The core
message draws attention to the enjoyable, sensory, aspects of letter writing that are missing from digital communication. Throughout, the message is delivered with humour, using
the friendly language of exercise book doodling to make its point, which is 'Lick not Click'. In other words, make space for this as well because it's a lot of fun.
Noting the necessary irony; this is where the audience is found in greatest numbers; the campaign was devised to run primarily on a digital platform through targeted advertising and a website. Postcards carrying the three campaign slogans support the digital activity with a schools distribution campaign in addition to placement in cinemas and other leisure attractions.
The project was produced in collaboration with fellow undergraduate designer Julie Brock.
