Lucky For Some

Agency: Pencil Studio
Creative Director: Luke Manning
Location: United Kingdom
Project Type: Self Promotion
Product Launch Location: Europe
Packaging Contents: Umbrella
Packaging Substrate / Materials: Cardboard
Printing Process: Digital

A promotional mailer to send out which would celebrate our 13th anniversary. Something to send to our clients, a piece to be proud of.

A lot of people think the number 13 is unlucky, like black cats, walking under a ladder, hanging a horseshoe the wrong way round and opening an umbrella inside. So we created a direct mail piece to send to our clients to put a positive spin on the number 13 and its relationship with luck because for us 13 is a lucky number, one we are proud to have reached. We wanted to play on the theme of luck and how we are proud to have weathered the storm of the past 12 months with Covid having such an impact on industries throughout the globe.

An umbrella became the things we sent out as being located in England everyone knows we get our fair share of bad weather, which played really nicely with us withering the storm.

What’s Unique?
The umbrella is packaged so that the handle of the umbrella becomes the tail of the cat, combining two items synonymous with bad luck.