YOU: “We have some good news.”
MOM: “You’re pregnant?!”
YOU: “Hey, I have something to tell you.”
SISTER: “You’re pregnant?!”
YOU: “Hey Mom, where’s the spatula?”
MOM: “YOU’RE PREGNANT?!”
YOU: “Dad, can I talk to you about something?”
DAD: “Sure, what’s up?”
How does a young couple surprise family and friends with news of a pregnancy if it’s already on (some of) their minds?
That was the problem we were asked to help solve and here’s what we came up with.
We figured that the root of the problem lies in the approach. The mere suggestion of information to be shared trips any woman’s baby radar faster than you can say “binky”.
So we thought it best to eliminate the approach all together. Sneak up on them. Ambush them with the great news.
To do this we created a letterpress printed announcement with the message hidden from view, as well as some custom printed and die-cut glasses to help decode the hidden text.
The simple monogramed letterpress card features a pleasant but ambiguous illustration printed only in red ink. The card politely asks that you adorn the accompanying glasses,
which at first resemble classic 3D movie shades only both of the lenses are red. When the card is viewed with the glasses the red lenses cancel out the red illustration and reveal
the great news that’s printed beneath. BAM! Surprise! No one saw it coming, not even Mom.
The piece was printed in two colors on Neenah Neutech 160# Pure White, die-cut and hand assembled, and earned us a Copper Ingot in the AIGA 100 Show.