Edinburgh College works with the design agency Story who advised us to take part in this DMA brief. We had to use direct mail as a channel to encourage 16-24 year olds to actively choose to shop at Co-op. I worked alongside another student in this project and this is what we came up with. We wanted to take elements that the Co-op and the target market have in common. We found that they both think of themselves as different and we wanted to really drive this in our work. The concept we created was "we are local, we are different".