To promote the launch of “The Lost Letters Of William Woolf” by Helen Cullen, we worked with Penguin Books to create a letter writing revolution.

Our mission was to:

  • Inspire people to pick up a pen and celebrate the lost art of letter writing.

  • Lead people on a journey to independent bookshops.

  • Generate a treasure trove of visual viral content for Penguin Books.


We launched a letter writing competition based on the book.

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In “The Lost Letters Of William Woolf”, the main character, William Woolf, is a letter detective in the Dead Letters Depot. One day, he finds a mysterious letter addressed curiously to ‘My Great Love’. This letter takes him on a journey of discovery.


The Campaign

We produced and edited a launch video featuring Helen, the author, introducing the campaign, and explaining her great love for letter writing.

We set up a new Instagram account on behalf of the ‘Dead Letters Depot’. Participants were invited to tag a picture of their letter, or drop off their letter at a Dead Letter Depot installation in independent book shops around the UK.

We launched a digital advertising campaign directed at readers in the book’s target-market. We also targeted creative writers and paper crafters.

We launched a digital advertising campaign directed at readers in the book’s target-market. We also targeted creative writers and paper crafters.

A simple brief:

“Write to a best friend or partner, get back in touch with a long-lost contact, or even pen a love-letter to a favourite pet, book, or football team. 
The choice is yours, just write to someone or something that fills your heart with joy! 
We will pick 5 of our favourites to win a special prize that 'reunites' the author with their Great Love.”

Participants would have the chance to win a bespoke special prize based on the content of their letter:

“To an old friend” - Maybe a paid-for trip down memory lane. “To my Great Love Tottenham Hotspur” - Tickets to a match? “To my dog, Fergus” - A big hamper of doggy treats.

We ran a proactive social media campaign to spread the love & amplify participant’s efforts.

We ran a proactive social media campaign to spread the love & amplify participant’s efforts.

Participants were encouraged to drop off their letters at independent book stores around the country.

Participants were encouraged to drop off their letters at independent book stores around the country.


A selection of entries…