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The Dress with Edge - Invitation

Peter Biggs (the CEO of Clemenger BBDO) was a big theatre and poetry scholar. He had decided that he was going
to bring the one woman show ‘The Edge’ from Broadway to Wellington New Zealand. He asked Di to design the invite, and create an invitation that couldn’t be ignored, and would become a gift in itself. A life size 1950’s paper doll dress was created as the invitation - an icon to symbolize the femininity and fragility of the character, Sylvia Plath. Pegged onto wire hangers and hand delivered around the city. This immediately had impact on the city streets and in the offices of recipients. The black reverse of the dress alluded to what lay behind the American beauty’s character - a dark tortured fragile side. A life size 3D 1950’s handbag was delivered once the guest RSVP’d to go to the play. The two items became gifts in themselves and made guests have some fun with the idea of ‘dressing up’ for the event. The invitation achieved 100% response rate, hung on office walls for months and even years later appeared in the background of a high profile Wellingtonians lounge room, hung as a piece of art and named in the article. The illustrator - Stephen Fuller, is now artist!