Cannes Lions awards for direct ads are in and I think this category is where you can find some of the most innovative stuff. Below are my three most favorite pieces.
The Door Viewer for Papa John's pizza by QUORUM/NAZCA SAATCHI&SAATCHI in Peru. Gold. Leaflets attached to the outdoor side of the peephole showing the delivery dude.
A direct mail piece sent to media planners to promote a TV channel's movie line-up. Saatchi&Saatchi Auckland, New Zealand. Silver. Awesome.
A toy used as a direct mail piece to retailers showing the effect of Bosch chainsaw. Could also be used to demonstrate the effects of deforestation. SCHOLZ&FRIENDS, Berlin. Bronze.