Try the World Subscription Campaign | Completed Fall 2015 Under Mark Allen | Art Direction & Copywriting - Laine Dorsey and Murray Henson
Try the World is a subscription based service that curates packages full of treats from a specific country (France, Japan, and Italy etc.) which customers receive through the mail every other month. Along with the food items, historical and cultural information is included as well as suggestions and recipes for the items received. The campaign utilizes the old world map/passport look and feel to invoke romantic feeling of travel, while promoting the service as a modern way to quench one's thirst to experience other cultures.
Body Copy reads: "Try the World is the best way to experience the authentic flavors of foreign cities from the comfort of your home. Every other month you'll receive a box full of tasty surprises from a different country."
Magazine Inserts - Mimics the look and feel of a postcard
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Vending Machine
The concept behind the guerrilla placement of the promotional vending machine was to mimic the experience customers would have with the subscription service as they are unaware of both what items they will receive and their country of origin. The company had already developed web content that was very editorial in nature, but wasn't utilizing it to its full potential. Email newsletters would be a perfect vehicle to distribute such content to viewers, as well as promote brand awareness. Upon entering one's email, the visitor would receive a surprise treat from a foreign country.
