Delivered through BDG’s partnership with UK agency Sharper, the campaign combined strategic thinking, creative development and production into one cohesive direct-mail experience for NetApp Italy.
NetApp needed to engage prospective customers around subjects such as AI, sustainability and data security. These conversations matter, but they can feel technical and impersonal when introduced through conventional sales communication.
We replaced the standard corporate introduction with one of the simplest invitations in business: “Shall we have a coffee?”
Coffee became the campaign’s central creative device—a familiar ritual associated with conversation, connection and taking time to explore a subject together. It gave NetApp a warmer platform from which to introduce more complex technology topics.
We developed the concept and designed the complete direct-mail experience, including the campaign identity, flyer, branded coffee tin and supporting packaging.
Every component worked as part of one journey: an unexpected physical delivery that opened the door to a wider conversation with NetApp.
The campaign transformed a conventional sales touchpoint into a thoughtful branded experience. Instead of beginning with products and technical claims, NetApp could begin with a simple human gesture—making the first interaction more distinctive, approachable and memorable.
Pillars used: Strategy & Decisions · Creative & Production
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