Sometimes I get a phone call from other comms companies wishing to push some specific area of their projects. This time we got a call from Event2all, which was organizing the opening of the new headquarters for A.M.A and needed to send an invitation that would run away from “grey”, only subtly, as there would be official cars and Montecristos. We came up with a pop up of the building inside an elegant invitation normal in appearance, which was sent in a hand written envelope, by an excellent calligrapher with the pulse of a neurosurgeon. An idea of a smoking jacket with an unbuttoned button.

AMA's headquarters pop up

The new AMA's headquarters