Creative Direction
Creative Direction
VMware has recently formed a new Advisory Board for Partners and wanted to create an executive mailing package that will welcome them to the board. The initial concepting was very blue sky and we eventually settled on a donation program.
Let’s toast our success. Each Executive Partner would receive a bottle of spirits from St Georges with a custom sleeve around them.
In order to help Executive Partners know each other better, each partner would receive a copy of Atlas Obscura with bookmarks highlighting personal information about each of them.
This concept (which was eventually selected) gave each Executive Partner a gift card from Global Giving for $1000 to donate to the cause of their choice.
The final package is based on the initial “On Your Behalf” concept. The initial direction was to create a super-premium package but upon reflection, we decided to make a less premium package and invest as much money into the donations.