Package of the Year [and Gold winner, Direct Mail]: World Vision U.S.

But looks really can be deceiving. According to Tamara Wolf of Russ Reid, sending out a "paper" airplane in a direct-mail package was no easy task — mainly because paper airplanes need extra weight (in the form of an additional plastic component or even a simple paper clip) in the nose to actually fly. We all know what extra weight can do to costs. To remedy that conundrum, the cutout parts for the plane include extra punch-out strips that are folded to add the extra weight for the plane without adding much extra weight in the package. Pretty clever.