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What I did
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Campaign Idea
Direct Mail Design
Art Direction
Illustration
Typography
Chinese Copy Writing
Production Direction

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Mission

Guinness wants to remind loyal drinkers to stock up on Guinness during the Chinese New Year to stand a chance at a free lion dance worth USD300.

Solution

We designed a lion dance manual and sealed all 12 steps of learning lion dance, but we included a new page showing Guinness drinkers how to enjoy lion dance without physical and financial stretch.

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Awards
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Direct Mail Campaign, Finalist One Show 2004
Direct Mail Campaign, Finalist, London International Advertising Award 2004
Direct Mail Campaign, Silver Ad Fest 2005
Direct Mail Campaign, Silver Echo International 2004
Direct Mail Campaign, Bronze DM Asia 2004
Direct Mail Campaign, Merit LongXi 2006
Direct Mail Campaign, Merit, DMA Malaysia 2004
Art Direction, Merit DMA Malaysia 2004

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Results

A happy drinker enjoyed his free lion dance worth USD300 and a chilled Guinness at home with friends during the Chinese New Year.

The World's No. 1 Direct Mail Campaign.