SUPPORTING THE DUKE'S FIGHT AGAINST CANCER.
Though he may no longer be with us, John Wayne's legacy lives on through his foundation's philanthropic efforts against cancer. After being tasked with creating the John Wayne Cancer Foundation's first end-of-year giving campaign, I knew the design had to reflect the classic western sophistication that the John Wayne name has cemented in the history of film and pop culture.
The campaign called for multiple pieces to the puzzle, but the client wanted to kick off the effort by wowing their audience with a one of a kind direct mail piece. I used wood-grain paper to create a folding, custom-dieline mailer, complete with matte foil stamped marks on the front and inside areas.
A range of limited edition magnets were included inside of the mailer at random as well, with each featuring one of John Wayne's iconic quotes.
The challenge then became how to continue the feel of this mailer across promotional material, print, and digital environments.
Starting with a custom illustrated bandana, I drew inspiration from the stitching found in hand-made western boots and saddles. The result was a bandana I think John Wayne himself would wear proudly.
This look was then transferred over to a print ad and simple landing page to provide specifics of the promotions.
The mailer was sent to thousands of homes across the U.S., and raised over $10,000 for the John Wayne Cancer Foundation––the highest total to date of any single campaign effort.