Royal Mail: Wallace & Gromit Christmas stamps

Proximity London

THE TEAM

Rob Kavanagh - Creative Partner
Jo Jenkins - Art Director
Albert Seleznyov - Head of Design
Chris Georgiou - Designer
Howard Saunders - Data Planner
Jamie Whittle - Lead Developer
Alex Schrembi - Flash Developer
Nick Myers - Group Account Director
Nick Adams - Account Director
Will Harvey - Account Executive

OTHER CONTRIBUTOR

Aardman Digital - 3D creator tool

WHAT IS WONDERFUL ABOUT THIS WORK?

Our challenge was to convert a generation of digital natives to the most analogue media of all - stamps. We needed an idea and a website that users simply couldn't resist engaging with. Wallace & Gromit stamps were seen as our best hope and we teamed up with Aardman Digital to create a unique social campaign centred on sharing your very own character avatar. 3,000 Facebook ‘Likes’, a top Twitter trend, 138,000 characters created, and 70,000 people signed up - smashing our target by 420%.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?