Clever Campaign

I came across this clever campaign by the ad agency Lowe Worldwide for laundry detergent. Simple and effective, the box contains a sample of the detergent and is brilliantly wrapped in a plain white t-shirt. When sent through the mail, the shirt inevitably gets dirty, thus the laundry detergent sample is ready to be tested out. Rarely is a direct mailer this well thought out and able to incorporate every element from product to packaging to express the message of the campaign. ••••