Australian Awards direct mail case study

Every industry enjoys its awards ceremonies but are they a luxury during a recession? AWARD is Australia's leading advertising awards organisation and wanted to ensure a high-calibre of entry for its 2009 competition while poking a bit of fun at some of the industry's own pretensions.

DDB Sydney came up with The Modern Creative's Guide to Photography, a cheeky, cheesy guide to help lucky winners deal with the ensuing publicity once they'd netted one of the prestigious awards, which was mailed to the target audience of ad industry players.

Packed with 70s style photography, in-jokes and hints and tips, the booklet proved popular with creatives and the ad business alike.