Direct Mail in the Dark

Because its creators think its deserving of...um...notice, a campiagn was launched to hype the show for Academy of Television Arts and Sciences judges, Created by Bolder Colorado-based TDA ADVERTISING & DESIGN, 14,000 "FYC" (For Your Consideration) kits were mailed out printed in invisible ink.

The release describes the work thusly: "Each slip-covered, 3-panel, hardcover kit holds a UV flashlight and the instructions, 'Steps: 1. Use this flashlight to reveal hidden text. 2. Deny you ever used this flashlight.' Across all three panels, no other words or images are visible, except under black light--at which point photographs of the lead actor and supporting actress, a list of six potential 'Drama Series' Emmy nominations, and four press blurbs come into view. Also, tucked into a slot are 4 DVDs with this season's 12 episodes, plus written synopses."

It's interesting but one has to wonder with all the solicitations Academy judges receive, if requiring even the least bit of work to understand the message could, perhaps, cause the message to be simply missed by some. That said, the piece is far more interesting than your standard list of press blurbs from critics.