Marshall Field’s teamed up with the Art Institute of Chicago to release a limited edition run of collectible giftcards, featuring famous masterpieces from the Art Institute collection. We named the campaign Field’s Flora, since most of the artwork selected from the Art Institute involved floral paintings. Paper for the art card sleeves was selected to accomdate the letterpress printing that creates the impression that this may of been rescued from your grandmother’s attic, like a vintage flower seed packet.
A store incentive piece was a limited edition numbered soap box which contained all four collectible gift cards. The soap box included a letterpressed card which allowed the guest to personalize the box as a gift. In addition, a direct mail brochure was mailed out to announce the Field’s Flora Art Card Campaign, as well as showcase new merchandise at Marshall Field’s.