Cormac McCann Art Director

ABOUT

2018’s desk drop - a gift for clients - was a celebratory nod to personalised marketing, through the lens of the planet’s biggest sporting event - the World Cup. Every four years, the World Cup ushers in a global wave of nostalgia. Even the most ardent critic of the beautiful game has at least one shared memory, of where they were and who they were with during the most iconic moments in their national sporting history.

The Challenge
Connect with our clients on a highly personal level; showing how nostalgia can trigger emotion and resonate in a meaningful way.

The Solution
We sent our clients a gift that whisked them away to a different point in time because all it takes is one moment of nostalgia to trigger a wave of sentimentality if you get it right. Based on age and nationality, we identified the ‘signature World Cup’ for each client. For example, an Irish person between the ages of 30 and 40 is very likely to have fond memories of Italia ‘90.

The gift itself was a framed miniature jersey, designed to match the kit from their chosen World Cup. Then, because everyone has secretly dreamed of scoring that 90th-minute winner, we personalised it with their name on the back. Each individual pack (for 60 people from 21 countries) had well-crafted copy, written around iconic World Cup moments.
For a retro, yet contemporary look, we commissioned custom-made, satin black boxes that had the same dimensions as packaging for football boots. They were wrapped with a bellyband, coated for a matte black finish, featuring the Lou Reed quote “I don’t like nostalgia unless it’s mine” in spot uv varnish.

Unboxing Nostalgia
The result was a beautiful triple texture of black. For typeface, we extended the lines from certain letters to recreate the retro parallels synonymous with retro sport branding. The mini jerseys themselves were mounted in a custom, matte black, shadow box, closed grain wooden frames. They were then printed on 5mm PVC backed on constellation-snow paper.

Date created: June 2018 2018-06-01T00:00:00+0100
Date published: 15 January 2019 2019-01-15T13:01:01+0000

MADEIT CREDITS

Football Direct Mail

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