Direct Marketing Association Awards

The Direct Marketing Association rebranded its DMA Awards to show that they're relevant to both online and offline marketers, including integrated marketing campaigns.

To reinforce this message, OgilvyOne came up with a direct mail campaign to encourage entries from the digital community, which might have been under the misconception that the awards were open only to direct mail campaigns.

A series of creatives both online and offline, as well as above and below the line, in the mailing showed that whatever media an agency used, if the campaign made people who saw it do something, then it qualified to enter the DMA Awards.