The Very Secret Order of Creatives Understanding was an affinity campaign for Veer — a secret society for creatives, so secret that everyone was already unknowingly a member. The centerpiece of the campaign was the Member Handbook (5.4 MB), a direct mail piece (approx. 200,000 mailed) containing the society’s philosophy, rules, and rites of passage — seven difficult riddles that, when answered, could be redeemed for discounts. A limited edition t-shirt was produced to help members to hide in plain sight. Download the Handbook here.