In a period of social distancing, is it possible to escape social detachment? That was the motivating question that spurred Chicago-based marketing and advertising agency McGuffin Creative Group to develop a campaign that encourages people to reach out to friends and family using a channel often overlooked in the digital age — the U.S. Mail.
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Postcards from @mcguffincg add a personal touch in a pandemic, supporting @USPS and @MOWChicago. Available for purchase: https://bit.ly/39BdfAB
The agency created eight unique postcards, separated into two broadly themed four-packs — one with a “postal” focus and one with “personal” messaging. To encourage social distancing, each pack comes with stamps. Profits from all orders support Meals on Wheels Chicago, who provide homebound seniors with vital services, especially during COVID-19.
The project arose from an impromptu collaboration between McGuffin Creative Group team members Rob Brookman, a creative director, and Meg Gross, a senior designer. With both pitching in on copy and art, the pair created finished postcards in slightly less than two weeks, a timeline made imperative by the speed and severity of the quarantine.
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“We were thinking of an unexpected and intimate way to communicate in an isolating time,” says Gross. “Everybody’s Zooming or texting or communicating through social media. It’s routine. Getting a handwritten note in your mailbox seems so simple but it breaks through — it’s something special.”
The response from people who’ve ordered and sent the cards confirms that notion. A sampling of comments from buyers includes responses like:
“I ordered both sets and sent them to loved ones near and far. Excellent quality. Superior design. Forced me to keep in touch with some that, honestly, I may not have. Love.”
“I ordered these and sent them to friends. I received a note or a call back from each recipient. They were all touched that I had taken the time to send a postcard. But truly it was easy! Win-Win.”
“My friends and family LOVED these postcards. Thank you for bringing some joy to our days!”
“I love these cards and can confirm that they are sturdy and well-printed AND brilliant—the rare postcard hat trick!”
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