Creating a thought-provoking and informative piece of direct mail is no easy task - most of it just gets chucked away. When researching this D&AD brief I came across far too many clich©s and overused ideas. I wanted mine to stand out.
The concept behind the piece is the vicious cycle that many homeless people face, which is not having an address to apply for a job, and not having a job to afford a property. The format of the piece means that whichever way you open the cube it will repeat two sentences: 'It's difficult to get a job without an address', and, 'It's difficult to get an address without a job'. The design effectively catches the reader in the cycle.
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