Vision Campaign

The challenge of creating innovative direct mail in the face of ever-limiting postal regulations inspired two approaches that put compelling material in cardholders' mail boxes. The first was a postcard printed on a clear vinyl, allowing a strip behind the model's eyes to be completely see-through. The symmetric design of the headline allowed for it to read front-to-back. In another approach, an interactive pull tab allowed the cardholder to reveal a hidden visual behind a pull tab. The Vision campaign was also supported by targeted e-blasts.