Sunday, 14 September 2008
GF Smith Mail Shot
These are some photos of mail shot sent out by the paper company GF Smith that I was shown by Mick Pearson, a Senior Partner at the design and advertising agency Forman Design. I think this still stands as one of the most interesting mail shots I have seen. The pack was designed to promote the huge range of papers that GF Smith produce. In side the green box (image 1) which you receive through the post is a cardboard box printed to look like a wooden box, the type you keep old photos or memories in, with the word ‘Strathmore’ in silver on the top (image2). Inside the box you do indeed find what look like someone’s memories (images 3 and 4) – there is everything from old photos, new photos, cigarette cards, invitations, postcards, menus, business cards, letters and certificates. It is impossible not to sit and flick though the contents of the box and look at each item. The idea of the pack is that each item is printed on a different paper or card from GF Smith’s range (it tells you which one in small on the back of each item) and it allows you as a designer to see how each paper can be used and to get a real feel for the possible applications of each paper. This shows how the papers will work in the real world much better than the usual paper sample book s that are sent out but it also acts as a constant reminder of the company – Mick didn’t want to throw his out.
The cost however of producing and posting a mail shot like this out will have been very high, so it will only work on fairly short print runs and for sending out to very specific clients.