While the advent of email might be giving traditional snail mail a run for its money, nothing quite beats holding a humble envelope in your hands. And to celebrate the best in the envelope world, last night's Art of The Envelope Awards honoured the most clever and innovative of postal designs. And cutting its way through the competition to take home the 'Best in Show' prize was Tony Clewett and Rob Banks’ (Draft FCB) ‘Kustom Konnection Saw’. The 3D saw, designed for Genesis, was crafted using mock fifty dollar notes.
“We needed to demo our reward scheme to builders. We did that simply, and powerfully. What builder wouldn’t want to receive a hand-made paper maché saw? Surely, the talk of the building site that day. New connections increased by 15 percent. Job done!”
The saw entry also won the ‘Mailed Masterpiece’ category—which includes 3D pieces that have been mailed or delivered—prior to being crowned Best In Show. For their hard work, Clewett and Banks get to choose between a $5,000 ‘long lunch’, a $5,000 travel voucher or $5,000 towards awards entry fees.
Describing the winnig piece, New Zealand Post’s Fiona Woolley says, “This piece featured an ingenious use of the outer to convey the message and grab attention. It was not only relevant to the target audience, but it was impossible to ignore. Seeing every person who came across it (pre-, during and post- judging) pick it up and have a go at sawing with it proved that this was a piece that really did achieve 'cut through'.
Other category winners on the night were:
- The 50 Cent Classic (creativity in a regular envelope up to Max-POP size that can be mailed economically) – ‘They Took Everything’ for AMI by Erin Gulyas, Christabel Spong and Frances Cooke, AUT University
- Redefine & Redesign (work that redefines the concept of an envelope to produce an artistic or futuristic masterpiece) - ‘AXIS Awards’ for New Zealand Post by Alex Hamilton, Matt Shirtcliffe, Jeff Harris and Heath Davy, Saatchi & Saatchi
Highly Commended Entries were:
- ‘Baby RAPP’ for RAPP by Jason Hall (RAPP) – Mailed Masterpiece
- ‘The Pacific’ for TVNZ by Dave Rogers (Geon Group) – Mailed Masterpiece
- ‘Library Invite’ for National Bank by Jason Hall (RAPP) – Mailed Masterpiece
- ‘Premature Baby’ for Mercury Energy by Ant Salmon (Big Communications) - 50 Cent Classic
- ‘Are You Missing Cover’ for AA Life by Alex Hamilton (Saatchi & Saatchi) - 50 Cent Classic