D&AD.  Unlike the show you’re judging right now, it’s not for profit.

So how does it survive?

Masterclasses.  

Run by the best to teach the next gen of pencil winners.

The budget to promote D&AD Masterclasses is tiny.

So we committed sacrilege

We couldn’t afford any new assets, so we used the best one we have.

The annual.  That revered bible of the world’s most beautiful work.

And we ripped it apart.  

We targeted industry leaders, found their pencil winning work in the annual, and tore it out.

Then we sent the page to them with the personalised message:

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You know where great work ends up. 

But does the rest of your agency know where it begins?

Results?

So far, projected ROI from the mailshot is 12.7 to 1.