I love die-cut mail pieces. They can playful and still enhance the message. When done well, I delight in the creativity and craftsmanship. Here’s a particularly attractive example:
Who hasn’t enjoyed popcorn and a movie? They go together like Laurel and Hardy or credit card bills and headaches. I don’t usually open offers for credit cards but the popcorn did the trick. The imagery was carried over to the back of the envelope so that the whole piece was consistent, with a clear call to action on the front and back.
The envelope, including the area with the popcorn, appears to have been glued shut before the die cut was applied. The double thickness of the paper gave the popcorn area the strength to retain its shape in the mail and the late cut created a clean edge.
As expected, the front of the letter carried over the colour scheme and popcorn imagery. The back of the letter, though, was taken up with the usual terms and conditions – a quick trip from the world of movies to the world of banking.
If you look closely, you’ll see that I’ve held onto this piece for more than a year. The artistry hasn’t gone stale.