The ideal product for extending the lifespan of samples is paraffin. Sadly paraffin dissolves the glue on classic labels, so that laboratories often have to write directly onto the box with the tissue sample in it. The result is handwriting that is not clear or labels that fall off that can lead to the wrong labels on samples and dramatic mistakes in diagnoses. Brady, the worldwide market leader in "speciality labelling" designed the "Stacker", a sample box in which the label is branded and does not dissolve. A brilliant product, we thought at Forest&Bold. So, we created a European launch campaign for Brady that would stay firmly in the minds of all the different managers. The concept was simple: paraffin. Instead of burning a candle, we send one out. On the candle we pinned a mailing that, just like the brochure, was printed on wax paper that reacts to wax, and so to paraffin. For the concept of both the mailing, brochure and landing page we based ourselves on the possible error that could be made in deciphering someone’s handwriting. The campaign was as great a hit with the company’s own sales team as well with distributors.