Some creatives use puppies and kittens to garner attention. We always preferred a good teaser campaign. The campaign launched as bus kings with just the headline. These ran for 2 weeks when they switched over to the full ad. Apart from the campaign’s initial success (like an 18% return on a direct mail program and running out of gift with purchase items in half a day) the really amazing thing about this campaign is how well it holds up after 2 decades.

Team consisted of Judy Kenzie, Richard Klingle and Valerie Turnbull with photography by Rick Etkin.