Atria Senior Living

Atria Senior Living was looking for a way to promote its annual resident gift — a guided journal called 'Field Notes from an Adventurous Life,' — to press outlets across the country.

To reflect the stories of our residents, who average age was 87 or 88 years old, we built a press kit around a fictional 1956 road trip taken by a woman based on my late Aunt Mildred. The logistics were a big part of the project and involved sending journalists handwritten, unbranded letters, postcards and souvenirs timed to a real pre-interstate route from Ohio to San Francisco.

A mostly unbranded three-part mystery drop mailed in intervals that would've aligned with a 1956 (pre-interstate) cross-country roadtrip. Risky move, but it earned our team a National Gold ADDY.