Business to Consumer / Retail:
Alive & Well Press Kit

Problem:  As a thriving destination fashion-warehouse you’ve certainly got your customers, close to 100,000 of them, convinced.  But somehow the industry doesn’t seem to get it!  So you need to get the press involved, get a little buzz going.  But how?

Solution:  Send out a colourful, comic book-style press kit featuring your mascot, a stuffed goose named Zelda.  Make Zelda your spokesperson.  She “speaks” through the decidedly irreverent musings on each page.  Copy that’s exactly geared to the market it’s aimed at. She even “signs” every outrageous gift hand-delivered to key members of the press in her name.  She becomes an instant celebrity.  Press people call, asking to speak with her; she’s featured in local articles and on radio. And the highly original design, as well as those hard-working, highly-promotional words have done their job.  You’re named Innovative Retailer of the Year at the Retail Advertising Conference in Chicago – two years in a row!

Concept & Results-Driven Copy:  The Right Words – Jennifer Brown

Design, Art Direction & Production:  Lynda Sveinson