Alzheimer’s Research UK wanted an updated version of one of their regular pieces of direct mail. They asked us to showcase ongoing research, as the previous creative had done.

It would have been easy to update the pack as they had asked, but I saw an opportunity to push the brief.

People like to feel directly involved with the things they care about most, and so we presented the idea of asking potential donors to fund their preferred project from a choice of three.

We were right. The client went for the idea and put out a pack that not only stood out from typical ARUK appeals, but outperformed the previous creative.