A series of holiday cards for the 2004 holiday season for Discover. The thing about these that we love is that they were some of the first soft branding interactive advertising out there. Just a goodwill gesture to your reader – not a hard, full-on push to get them to go to a site. Metrics are good, but sometimes finesse and a little laugh are what're needed to solve your problem. Ironically, the clickthrough on these was well above average. Looks like kindness can pay.