Direct choice: Orange

I did keep a Streetcar card (useful). I also have a drawer full of takeaway menus (tasty).

The Orange effort is a screwed-up piece of paper in a kind of oversized blister pack bearing the line 'Love talking rubbish?'.

The wife and kids and most of my so-called friends and colleagues reckon I talk rubbish all the time, so exceptional targeting there, I think you'll agree.

Inside, I'm told I can 'Talk even more rubbish when out and about', thanks to Orange Messenger (basically instant messaging for mobiles), which is free for an introductory period.

It may be rubbish, but it's not crap. This mailshot stands out and delivers its message clearly. If it's not for you, Orange has had the good grace to send it ready-scrunched, in the perfect shape for the bin.

Agency: Wunderman.

This article was first published on Marketing