BC Hydro’s Power Smart program features a Compressed Air Optimization initiative that has them helping sawmills in British Columbia identify and solve system inefficiencies. Air leaks – which alone account for up to 30% of yearly energy costs – offer the biggest missed opportunity to optimize performance and save the facility energy and money. Along with Hemlock Printers and Arkwell Industries, we decided to utilize a laser cut technique to spell out the headline of the direct mail with small holes as a metaphor for the leaks in their systems. The technique makes the recipient look twice – encouraging the sawmills to do the same with their compressed air system.
Also, we added the sounds effects for fun. It doesn't actually sound like that.