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World Cup DM 4
World Cup DM 3
World Cup DM 2
World Cup DM 1

Category Commended

2018

World Cup DM

STUDIO / DESIGNER

Epsilon

Cormac McCann

www.emea.epsilon.com

CATEGORY

Design for Print

Visual Communications

Design Challenge and Design Ideas

The brief was to concept and create a desk drop, a bi-annual gift from us to our clients, however as we delved into the project, we realised that there was a lot more to the this than creating a traditional DM.
As an agency, we communicate with our clients every day but in a bid to truly engage them we wanted to go one step further and use our expertise in Creative fueled by Strategy and Insights to do so. We took on the challenge of connecting with our clients on a highly personal level; showing how nostalgia can trigger emotion and resonate in a meaningful way.

How the brief was fulfilled

We sent our clients a gift that whisked them away to a different point in time because all it takes is one moment of nostalgia to trigger a wave of sentimentality if you get it right. Based on the age and nationality, we identified the ‘signature World Cup’ for each client. For example, an Irish person between the ages of 30 and 40 is very likely to have fond memories of Italia ‘90.
The gift itself was a framed miniature jersey, designed to match the kit from their chosen World Cup. Then, because everyone has secretly dreamed of scoring that 90th-minute winner, we personalised it with their name on the back. Each individual pack (for 60 people from 21 countries) had well-crafted copy, written
around iconic World Cup moments. For a retro, yet contemporary look, we commissioned custom-made, satin black boxes that had the same dimensions as packaging for football boots. They were wrapped with a belly band, coated for a matte black finish, featuring the Lou Reed quote “I don’t like nostalgia unless it’s mine” in spot UV varnish.

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