Agency: Osborn & Barr

Name of campaign: “Lawrence Bay Invite”

Launch date: May 2010

Creative credits: Senior art director: Jason Silvers; account executive: Becky Terry; creative services director: Traci Bertz

Why we liked it: With its evocation of a log fishing lodge and its nicely detailed tackle, this direct mail campaign immediately communicates the offer: a free fishing trip. (We do like free offers by marketers—they certainly do get the targets' attention.) In this case, Intervet/Schering-Plough Animal Health is offering the all-expenses-paid fishing trip to northern Saskatchewan to dairy influencers. In addition to the fishing, there's also a forum on some products for keeping cows healthy. But the emphasis of the mailer, with a waterproof camera and other goodies, is on the fishing aspect of the offer. The mailer itself is a splendid piece of work, and it's enough to make any target with any inkling of a desire for a fishing trip to seriously contemplate a trip to the wilds of Canada, even if you might have to attend a forum on animal health once you get there.