Friday, May 26, 2006

Invitation with edge


Silver Award: Caples New York
Special Honours: BEST ART DIRECTION. RSVP Awards
Agency: Clemenger Design Wellington
Client: Clemenger BBDO Wellington
Advertiser Campaign Credits: Peter Biggs - Managing Director; Anna Robertson - Account Manager
Agency Campaign Credits: Bruce Hamilton - Creative Director; Dianne Fuller - Designer
Stephen Fuller - Illustrator (Stephen Fuller Ltd)
Entry Rationale: "This project started as a simple invitation to clients, potential clients, business influencers and the media in Wellington. It quickly became an outstanding piece of Direct marketing.
The reason we think that this entry deserved an RSVP award is that the Edge "Dress" invitation became more than just a traditional invitation to a corporate event. The dress invitation was a sensational hit in its own right, inspiring people to RSVP, resulting in record attendance to the show. The "dress" became a valuable and high profile tool for our promotion.
The dress invitation became a talking point with guests and caused many office squabbles and email questions from people when delivered. Everyone wanted to 'own' their own dress, people hung them in their offices, the Wellington Poetry Society auctioned three dresses, the star of the show took seven dresses back to New York, dresses adorned the Circa Theatre.
This is quoted from editorial on this RSVP Honour, and as Dianne probably wouldn't post this herself, ( too modest!) I am posting it because I am incredibly proud of her achievements, not just this one but others in the past. But for those that don't know anything about the reason for this invitation, I shall do my best to explain. Peter and Mary Biggs viewed the One woman show about Sylvia Plath called "Edge" in New York and were so impressed they brought the show out to Wellington's Circa Theatre for a limited season. The invitation was for the opening night as explained. Sylvia Plath was a fragile woman and poet, very much in love with her husband who didn't return that love, was a published poet himself, and a womaniser who ended up having an affair. All set in the 50s, Sylvia ended up destroying much of her work and committing suicide, leaving two young children behind. Dianne has used the fragility of the Paper Doll Dress in the 50s style to portray the woman, and the added bonus of being life-sizd for the impact of the tragedy. I say well done and congratulations to all involved and especially Dianne.

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