Its self-deprecating and out-of-the-box approach appealed to the judges who awarded a first place to the Bass, Berry & Sims 2007 holiday card. Considerable thought and persuasive talent went into the effort to make the idea real, meaningful, memorable and funny.

“We wanted to design a card that would stand out from all the rest and not get tossed into the trash after a brief glance. Our overall creative strategy sought to make our attorneys more approachable and to help others see them as real people. It was an extension of our focus on building strong, personal relationships with our clients,” according to the firm.

The main message of the card, in addition to the wish for a happy new year, was to convey that the firm’s attorneys can make fun of themselves through a message on the cover that shows heavy edits typical of a “rough draft.” “Attorneys are notorious for their editing because a single word can change the outcome of a case. The intent was to make the recipients – clients, vendors and friends – laugh and feel good about the law firm,” notes the firm.

It worked. The positive response convinced even the skeptics in the firm who favored a more traditional approach.

Said one recipient, echoing the response of several, “This is the greatest holiday card that I have seen. I just cracked up. I know you did not do it because we can actually read the handwritten notes on the front of the card. Very, very clever.”

Click here for video of the award presentation and an interview with the winner.