Take Note, a Toronto stationery store, reminds us of the power of putting pen to paper with a direct mail campaign which reminds us of the power of handwritten letters.
Released in time for Valentine’s Day, this campaign is especially relevant given today’s dominance of digital communication. Texts, snaps, emails, and posts which have largely replaced the role that handwritten letters, cards, and notes once served. Even the largest card companies are still losing out to digital platforms despite trying to modernize their offerings.
Many are quick to point out this as a tragedy. Author Philip Hensher, in his Wall Street Journal article, The Lost Art of the Handwritten Note, argues, “Email and text exchanges won’t be treasured in the way that my teenage letters, scribbled journals and postcards have been for years.”
That’s exactly what advertising agency BBDO Toronto set out to capture with this campaign. “A handwritten note is so much more personal and thoughtful,” says Chris Booth, an Associate Creative Director behind the work. “We wanted to remind people how special such a simple thing can be.”
Jolanta Petrycka, the owner of Take Note, is eager to remind people. “We spend all day chatting on our phones. But how often do we think of writing someone a letter?” She questioned, adding, “The opportunity to inject a bit of happiness into someone’s day by receiving an unexpected letter in the mail is magical.”
Each package contained a prepaid envelope, a piece of stationery and a pen. The pieces were geo-targeted to homes in the GTA within the vicinity of Take Note Pens & Stationery.
About Take Note:
Toronto-based Retailer Take Note sells specialty pens and stationary from around the world. http://takenotestore.ca
About BBDO Canada
BBDO (www.bbdo.ca) manages the communication needs of many of Canada’s largest and best-known brands and has consistently earned a creative reputation that places it among the top creative agencies in Canada. BBDO Canada is a subsidiary of BBDO Worldwide, which is part of Omnicom Group Inc. (NYSE:OMC) (www.omnicomgroup.com), a leading global advertising, marketing and corporate communications company.