Loyalty test envelope

Agency Network: 
August 2010
Delta Generali:  Loyalty test envelope
Delta Generali Direct Ad -  Loyalty test envelope


In Serbia, specific blue envelopes have been used as court or military invitations for years; during the wartime in early 90’s even as requests to join the army. As those governmental envelopes need to be handed personally and signed by the person who receives it, many people avoided it by all means. Over the years, blue envelopes naturally became a “test” of honesty, loyalty, legalism and respect for the law.
As we knew these facts, we used it to solve very specific problem of our client Delta Generali: They needed to narrow extremely long list of candidates for a financial manager in their company. We sent the interview invitations inside those envelopes to all the candidates, knowing that only the most loyal and honest candidates will accept it and show up for the interview.

Direct advertisement created by McCann, Serbia for Delta Generali, within the category: Finance.

Advertising Agency: McCann Erickson Belgrade, Serbia
Creative Directors: Jana Savic Rastovac, Vladimir Cosic
Art Director: Marko Prokic
Creative coaching: Yaniv Mlinarski
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Highest Rated

Guest's picture

Come on, if the idea is to choose the best, why would you even bother to interview the poor candidates? I think this is really a clever one!

Anonymous Author's picture

Good luck.

Anonymous Author
Activity Score 1541

Write a wise saying and your name will live forever – Anonymous.

Hibon's picture

clever.... have a nice test.

Activity Score 3734

Simple ideas are the best !

jackmancer2017's picture

Yeah in the Netherlands blue envelop are for taxes, so we hate them as well ;p nice idea :) but I still think you cut of a lot of your possible employees. Just choosing from 7 isn't much.

Guest's picture

Come on, if the idea is to choose the best, why would you even bother to interview the poor candidates? I think this is really a clever one!

AdsofChina's picture

Love seeing a nice piece of DM once in a while.

Activity Score 99
Marketing Manager at 23red |

Ads of China // 中国广告

Guest's picture


tirthomitro's picture

great test for loyalty.
anything for virginity (both sexes, I mean. not a sexist, I am)

Activity Score 2758
Creative Director at Grey Global, India |

they showed me a picture & i laughed
dignity has never been photographed

Dzsoi's picture

Being a patriot / having the guts / passion for weapons or killing may has something to do with loyalty to a company, but the relation is not strong enough to be chosen as a selection method imho. There is a high chance you've missed to activate the best candidate.

Activity Score 8611
andyStock's picture

Nice idea, but I agree Jack - having just 7 candidates come for interview doesn't give you much choice. Although I suppose you have no obligation to hire any of those 7.

Activity Score 666
HappyHour's picture

cool idea but how is this advertising?

Activity Score 2381
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