The Swedish Post Office wanted to communicate the power of direct mail to their target group in the Swedish ad industry, and at the same time invite them to their yearly DM award ceremony ”Guldlådan”.

We decided to point out one of the most obvious strengths with direct mail – its power to be personal. As Facebook had its absolute peak in Sweden at this time, it would make the perfect example. What we did was that we sent out physical “friend requests”, containing the exact same ingredients as on Facebook: lists of friends, personal doings and pictures. This clearly showed how things done in one media, suddenly becomes almost hyper personal as a direct mail. The senders where five well known creatives and the recipients were already users of Facebook and thereby familiar with its “language”.

The event, held in a space designed for 400, received 450 visitors from all the important agencies.