In speaking to a creative target audience that would be highly cynical of advertising in general, and therefore resistant to conventional DMs, we needed a piece that would be unusual and involving. As such, the agency created a huge, A3-sized band-aid (complete with wrapper), made with actual band-aid materials, as a tongue-in-cheek warning to the recipient that handling huge pieces of paper for the first time might result in equally large injuries.

Within a few weeks of being sent out, the DM received a response rate of 5%.