It had to be personal to each recipient and interesting enough that they would want to visit the site to find out more. It also had to demonstrate our knowledge of the latest technologies.

As more and more people are using mobile, the site had to deliver the same rich experience regardless of which device it was viewed on.

Taking inspiration from folded paper snowflakes, we created an HTML5 site that used a JavaScript algorithm to turn the names on our Christmas card list into snowflake patterns. Because every name was different, every snowflake was different. The patterns were then cut out by a contour cutter and hand-assembled.

Every card contained a unique QR code linking back to the site. Here they could learn the story behind their card and use an interactive tool create their own snowflakes. In keeping with the handmade feel of the cards, we created the site from cut paper.

96% of the recipients visited the coldspell.me site, with 82% of those visitors returning for another visit.

As a result, we saw a 10% increase in site traffic to our agency homepage in the week leading up to Christmas.