OCTOBER 2026 | Turning Junk Mail Into Junk Art: Bray & Co. Gives ISP Break-Up Letters a Second Life
There are few things more desperate than an internet provider that just can’t take a hint. You’ve moved on. You’ve found someone faster. And yet, the mail keeps coming. The flyers, the offers, the increasingly sad attempts to win you back. Enough already.
Enter Junk Mail Makeover, the latest campaign from Bray & Co. for Fidium Residential Fiber Internet, turning the relentless stream of competitors’ mail into something considerably more useful: arts and crafts.
Launched across Fidium’s Instagram and Facebook channels, alongside a dedicated microsite, the campaign invites consumers to give those unwanted mailers a second life. Think paper airplanes, origami cranes and fortune tellers. Your childhood classics that turn yesterday’s junk into today’s masterpiece. Step-by-step graphics and how-to videos make it easy for anyone to get folding. No crafting degree required.
The idea builds on Bray & Co.’s “Fidium Effect” campaign that launched in June, which taps into the very real frustrations of life with inferior cable internet. Because when your internet is buffering, your devices are fighting for bandwidth, and your provider is still sending you mail after you’ve moved on, a little creative revenge feels earned.
As Peter Bray, Chief Creative Officer at Bray & Co., puts it, the campaign turns “trash into treasures.” It’s a playful way to acknowledge a familiar consumer pain point while reminding people that not all internet is created equal. Fidium’s 100% fiber-optic connection delivers speeds up to 40 times faster than cable, supports up to 150 devices at once and runs full-speed around the clock.
The thinking behind the fold: - Make the frustration work for you: When consumers are drowning in unwanted mail, don’t add to the noise. Give them a reason to do something with it. - Turn a pain point into a playground: A familiar annoyance becomes an unexpectedly delightful brand experience when you give people permission to have a little fun with it. - Let the competition make your point: If your competitors’ mail is good for anything, it might as well be a paper crane.
Junk Mail Makeover is a reminder that effective marketing doesn’t always need to shout louder. Sometimes, it just needs to be a little smarter, and know when to fold. The campaign is live through 2027 at junkmailmakeover.com.