Management at Fairfax Community Newspapers commenced each year by collecting their previously received years Christmas cards. The brief then asked that all new cards weren't to look like any of the ones collected. Odd, but management methods are best left to ... management. However, it did offer a sense of what they... didn't want. My concepts generally start by putting an informative or as with this example, humourous twist on Santa's job. Delivering newspapers rather than gifts. It was well received.