A campaign designed to target public sector managers tired of conventional command-and-control management, encouraging them to break free and investigate an alternative way of thinking – the Vanguard Method.
Managers were sent a notebook, claiming to contain ‘everything you need to know about improving performance’, yet which only had blank pages. The more curious recipients found a set of cards hidden in the back, mocking conventional management thinking and leading them to a unique URL, where they could begin to study the Method (and fill their book with notes). To create a deliberately non-corporate, DIY, anti-establishment style, we designed a handmade typeface using strips of tape.
The campaign generated a response rate 4x the UK average.
Creative Campaign, Graphic Design, Handmade Typeface, Direct Mail