In this campaign that I pitched to Red Envelope, the idea is to encourage gift-giving for every occasion. The word “Because” appears on the cover and page 3 of the catalog. Each line below appears on an interior spread in which the words suit the items shown. Red Envelope accepted my pitch. The campaign ran in summer and fall of 2005.

Because

pearls become her
sapphire is her favorite color
she takes your breath away
her beauty stops clocks
it’s baby’s 20th birthday
luck is no accident
words fail
life is short
it’s Tuesday
they only need one toaster
red is the new black
it’s a girl
he scored a goal
she hit a triple
fortune favors the confident
she’ll only turn 12 once
they grow up too fast
he remembered the dry-cleaning
he still makes you laugh
you’re not a poet