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Direct Marketing » Trends, Best Practice | 24.08.2016

Epic Denim - a multifaceted direct mail invitation


Personalisation is one of the best ways to engage your audience with your direct marketing campaign, and one company’s innovative invites have a very personal touch. Denim brand Mustang invites VIPs to a special dinner in Berlin every year, but its 2014 ‘Epic Denim’ campaign is truly unique. 

Made from old jeans, the direct mail piece formed a ten page book, with a story beautifully stitched into the fabric. The clever story revealed more about Mustang, including its heritage and more recent history, providing a colourful twist on a traditional invite. 

But, with the campaign so on brand, what makes this direct mail piece bespoke? Well, each book included a stitched portrait of the recipient and, when the binding was carefully cut, the books would unravel into a pair of jeans ‒ customised to the recipient’s size. 

The campaign, which Mustang called ‘The First Wearable Book’, has won awards, including a Bronze prize at Eurobest and a Wood Pencil at the D&AD Awards, showing that a considerate, personal touch can go a long way when it comes to direct mail.

Image Credit: Mustang, Kolle Rebbe
Image Credit: Mustang, Kolle Rebbe