Our objective was to encourage voters to consider 42 Amazon titles. The team requested that the mailer be entertaining, familiar, and escapist, but not wasteful or overly expensive. It needed to be clean and elegant with a useful gift — something to entice the voting audience to visit consideramazon.com. They also requested that we tie into their tagline, “See Where It Takes You.”
We landed on the concept of “World Traveler.” The mailer included a passport holder, luggage tag, passport, and stickers with title treatments acting as passport “stamps.” The holder and luggage tag gifts were crafted from vegan leather and embossed with “See Where It Takes You.”
The passport book riffed on the familiar aesthetic of a real passport through typography, color, pattern, and unit photography treatment.
