In an era where digital communication is instant and fleeting, Les Others chose to slow things down. Rather than treating it as a nostalgic object, the campaign reframed the postcard as a medium of poetry, memory, and connection—bridging the digital space with a tangible invitation to write, send, and share.
Discover Les Others
Founded in 2012 as a digital platform, Les Others has steadily built a reputation as a media brand for outdoor culture, travel, and photography enthusiasts. By 2015, the project extended into print with the launch of a biannual magazine. This shift was not a move away from digital, but rather an expansion into a format that allowed for long-form narratives, immersive photography, and stories designed to be kept rather than scrolled past.
A Collaboration Around Collecting
This summer, Les Others introduced a campaign on Instagram titled “Les cartes postales de l’été” (“The Postcards of Summer”), running from August 9 to 24. The campaign revisited the tradition of the postcard, positioning it as both a storytelling device and a symbol of slower, more intentional communication.
The initiative was developed in collaboration with Thibault Hollebecq (@ici_il_fait_beau), a collector of postcards. Together, they curated 15 cards featuring words from places across France: the canyons of Ardèche, the trails of the Vosges, and the cliffs of the Côte d’Opale. Shared through Instagram posts, each card offered a fragment of landscape and memory, designed to bring a poetic rhythm to the summer.
Extending the Campaign Beyond Digital
What distinguished this campaign was its integration of offline participation. Followers were invited to send postcards to Les Others’ office in Paris. At the end of the summer, three contributors would be awarded an annual subscription to the print magazine, based on the quality of their message or the beauty of the card itself.
Why It Stands Out
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Medium as message: The campaign used the format of the postcard not just as a theme, but as the core medium of interaction.
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Digital and physical balance: Instagram provided reach, while the call for mailed postcards reinforced tangible engagement.
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Community-driven: By inviting contributions, Les Others positioned their audience not only as readers but as participants in the narrative.
In an environment where campaigns often compete for immediacy, Les Others created space for reflection, interaction, and authenticity. Their approach shows that even in digital strategy, the most effective tools are those that resonate with human habits of memory, attention, and connection.
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