Direct: Direct choice - Department for Education and Skills

Eight out of 10 garments in my wardrobe are black. Most of the walls in my house are painted in a muted Farrow & Ball hue. Thank heavens for the influence of my two-year-old daughter Lilo. As anyone with kids will know, all attempts at studied casualness are doomed. Whether it's the garish plastic toys that take over your home or the bits of breakfast/lunch/dinner that end up on your clothes, they bring some welcome colour and chaos into your life.

That's what I like about this Department for Education and Skills mailing: it's not afraid to have some fun. It's bright, charmingly illustrated, and single-mindedly positive.

In real life, the whys and wherefores of childcare are surrounded by emotional angst and guilt. Wisely, this mailer avoids addressing that whole debate, leaving it as a matter for parents. Instead, it focuses on how formal childcare can free up your time for getting back to work or studying, while giving your children some structured care and supervision.

The copy is clear, concise and benefit-led, and the warmth of the drawings lift the whole piece. I'm sure it will get a good response from the target audience. And it's nice to see the normally reserved government marketing department letting its hair down. It shows the power kids can have.

Now, it might be time for me to add some yellow or fuchsia to my summer wardrobe.

Mailer: Clark McKay and Walpole.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug