| Title | THE PESSIMISTIC LETTER |
| Brand | DAIDALOS |
| Product/Service | BOOK PUBLISHING FIRM |
| Category |
A01. FLAT MAILING |
|
Entrant Company
|
DDB STOCKHOLM, SWEDEN
|
|
Advertising Agency
|
DDB STOCKHOLM, SWEDEN
|
Credits
| Olle Langseth |
DDB Stockholm |
Copywriter |
| Tove Langseth |
DDB Stockholm |
Art Director |
| Peter Danielsson |
DDB Stockholm |
Graphic Design/Final Art |
The Brief
Daidalos is a publishing house specializing in books on philosophy and social theory. Their book club members are very dedicated and knowledgeable in these subjects. The brief was to communicate the offer on the philosopher Athur Shopenhauer´s book The two fundamental problems with ethics, but also to strengthen loyality among the members.
Creative Execution
The members of the book club are familiar with Schopenhauer´s thinking. A letter in Schopenhauer's spirit was therefore a relevant way to communicate the offer.
Describe the creative solution to the brief/objective.
The philosopher Arthur Schopenhauer is known for his pessimism. Therefore, the solution was a pessimistic letter where the publisher did not put much hope into that people would read the letter or appreciate the offer.
Results
The letter was sent to 1400 book club members which resulted in 124 sold books. A very good result since the offer in itself was´nt that great. Daidalos also got a lot of positive comments and the letter was spread in social media.