It was beaten by cat food at the EFFIES. But the DraftFCB trio of Antony Wilson, Iain MacMillan and Kate Murchison have eased the feline-related pain slightly by taking out the first monthly Art of the Envelope Award for their transparent effort called 'the Naked Letter'.
"The Naked Letter for Pacific Blue has no inner or outer. Everything's transparent, just like their performance. And with a cheeky dig at Air New Zealand's ads (in a tone perfect for challenger brand Pacific Blue), it's a piece of mail folks couldn't ignore," said the description (pity the airline couldn't hack the pace and pulled out of the New Zealand domestic market a few months back).
The second round of monthly finalists for the 2010 Art of the Envelope have also been announced: Sue Archibald from Promote Ltd, Jason Hall from RAPP and Alex Hamilton from Saatchi & Saatchi. The entries are now available online for viewing and voting at www.pushtheenvelope.co.nz. Voting could get you an Apple TV, a $500 bar tab or $500 towards your iTunes account.
Entries are also being taken for the next month’s online competition (it’s free to enter), so get them in before 5pm on Tuesday 19 October 2010. That little idea could win you a $1,000 shopping voucher or the new iPhone 4.
The Art Of The Envelope Awards night are to be held on 17 November, brought to you by Candida, Kinetic 121 and New Zealand Post Targeted Communications. And there's a prize pool worth $5,000.
Categories include the Mailed Masterpiece (previously created work that has been direct mailed, including envelopes and larger packages), The 50 Cent Classic (a redesign of the regular-sized envelope that can be mailed economically, to showcase creativity on a budget) and Redefine and Redesign (an unrestrained opportunity to produce an artistic or futuristic masterpiece).
The final deadline for entries is 5pm, on Friday, 29 October 2010.