Overview

At WJ, we’re all about gratitude. We’re grateful for the fantastic roster of clients we get to work with, and wherever we can we try to show our appreciation back to them. This was the genesis for our 2024 direct mailer campaign, building on the success of The Curious Invitation the year before.

Challenge

Our approach to marketing is built around meticulous research and insight, getting to know our clients in such detail we know them almost better than themselves. We knew we wanted to embody this aspect of our brand value in the campaign, so we thought what better way to demonstrate this than by knowing something personal about a client… Like their shoe size.

Insights

We designed a custom-made limited edition run of WJ Vans, taking illustrations directly from our website and brand kit. These super-exclusive shoes would be given to the most VIP of our VIP clients. But how did we get their shoe size? A little subterfuge, with a piece of carbon paper hidden under a doormat as we welcomed them into our office.

Results

A custom-designed pair of shoes is more than a gift. It’s a statement – thoughtful, distinctive, and a lasting reminder that great collaborations are worth going the extra mile for. Thinking outside of the (shoe)box like this leads to increased brand perception and strengthened reciprocity, not to mention elevating our agency to front-of-mind every time a recipient ties their shoelaces.