Sometimes you hear about a campaign or an idea that is so compelling you can't stop thinking about it.
Last night DMNews, PRWeek's sister publication, presented the John Caples International Awards, which celebrate creativity in direct marketing. The night's big winner was a campaign by Shackleton, an agency based in Madrid, Spain.
The challenge was to demonstrate the efficiency of advertising, on behalf of Conect Pay TV channels. The team mounted a tourism campaign around a village that had never before ...