Direct marketing is perceived by many to be a less creative discipline. We needed to set the record straight.

The Call-for-Entries for the Direct Marketing Association of Malaysia (DMAM) Awards arrives in a gunny sack and a familiar whiff announces… the pungent durian! Themed “Idea is King”, the durian parallels the edginess of great ideas – who on earth thought of eating this smelly, spiky fruit? But someone believed in it and today, the durian is considered to be the King of Fruits in South East Asia.  

The pack also assails all FIVE senses – instantly demonstrating the power of Direct. Inside, a poster further illustrates how great ideas triumph, despite sceptics and scoffers.  Agencies were inspired. And the show received the most entries in its history.