Scripps Network (HGTV)

DM – Safe

This Scripps/HGTV DM package’s job was essentially to get media buyers to agree to a sit down with HGTV sales staff.

So what did we do for each mailing? Paying homage to the Home and Garden Channel, we hid a certificate with a guaranteed payout in a safe, locked the door and hid it in a chunk of a wall behind a painting. This highly unusual box showed up on media buyers desks and created the exact intrigue and buzz we were looking for. The awards it won were nice too.

I love a challenge. Almost as much as a big budget b2b mailing. But no safe creative ideas for me. Unless it actually involves hiding a safe in a wall and mailing it out.

We built an actual chunk of a wall and photographed it. Then turned it into a box.

Creative Director

Doner, Detroit 2002 - 2009

SEATTLE    DETROIT    NEW YORK    TORONTO

The painting swung open revealing the hidden safe. From there, the top secret documents described the program benefits and informed the buyers that there was a certificate worth anywhere from $50-$1000 inside their safe waiting for them.
And guess who had the combination?
The Scripps sales rep of course.