The brief was answered by creating
a direct mail in the form of a police case file. This direct mail takes the target audience on
a documented journey into heirloom varieties, educating them about certain issues involving these plants and vegetables and consequently invites them to attend an annual event held by the Seed Savers Exchange.
Investigate food. Inform the audience about
a particular issue and express your viewpoint.
Brief:
Heirloom varieties are specific plants species that have been passed down from generation to generation. These plants are not genetically modified and are 100% natural. They differ
from ‘mono’ crops as they are more nutritious and taste better.
The SSE is an organisation that grows
and stores heirloom varieties of vegetables
and fruits in order to conserve them as they are becoming increasingly extinct. This direct mail aims to expose and educate educators, principles and parents about these varieties
so that they may become interested in attending the Seed Savers Exchange Heirloom Festival at the Walter Sisulu Botanical Gardens on the 21st September 2013.
Top image: Direct mail in the form of a case file from the Constabulary of Hertfordshire. The case file is titled ‘The Garden of Misfits’ and it has been reopened.
Above: Newspaper clipping found within the case file. This clipping is an extract from the London Welshman.
The concept for my communication is
‘A Garden of Misfit’. The idea captures
how heirloom varieties look, smell, feel
and taste like. They challenge the target market’s understanding of what is considered
a vegetable. This is a play on irony,
as heirloom varieties are not genetically modified whereas ‘mono’ crops are.
Therefore although these varieties seem strange and almost alien to the target market, they are in fact the ‘norm’. They are ‘the unsung heroes of fruit and veg’. I want these individuals to understand that these plants should not be forgotten, but rather be cherished. This is communicated through
a direct mail.
Above: Hand drawn logo for the Constabulary
of Hertfordshire. ‘Hert ford’ means ‘deer crossing’.
The execution was inspired by old crests for Hertford.
The direct mail takes the form of a case file from the Hertfordshire Constabulary that has been reopened. The target audience becomes an appointed investigator and they must discover all the forgotten and overlooked facts about heirloom varieties. A newspaper cutting is found inside the file to explain how Sherlock Holmes was involved in discovery of heirloom varieties. Plant Profiles are also found in the case file describing what makes each
heirloom special. Finally a letter addressed
to the individual is found explaining the purpose of the direct mail and inviting them to attend
an event held by the SSE.
Top left: Close up newspaper clipping.
Top right: Image showing an evidence
document of a plant called Golden Bacau Bean.
Middle: Image showing the invite letter at the end
of the direct mail.
Bottom: Close up showing a note of warning to unauthorised personnel who have opened the
direct mail.
Above: Newspaper clipping.
Above: Layout Specifications for the
Little Cucumber Potato plant profile document.
Below: Seed Savers Invitation to Principal
L.J. Standley, inviting him and his pupils to their
Annual SEE Conference at the Walter Sisulu
Botanical Gardens.
Copywriter: Mpumalelo Ngqula
Art Director: Kirsten Morgan
