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THE TEA CALENDAR

basics
Industry: Non-alcoholic drinks
Media:Design & Branding
Market:Germany
Style: Minimalism
descriptioncnen
Brief Explanation
How can Hälssen & Lyon show their creativity as well as the quality of their tea, day by day?

Describe the brief from the client
Hälssen & Lyon is known worldwide as a traditional yet innovative tea trading company that has been setting trends in tea for decades. However, the tea market is highly competitive. In 2013 the goal was therefore to prove that Hälssen & Lyon remains one of the most innovative tea-traders in the world. To keep the company’s creativity relevant, it was important to stay in touch with selected clients and activate suppliers and partners on a recurring basis.

Design Process
The aim was to provide Hälssen & Lyon’s clients, suppliers and partners with excellent tea and a highly innovative product every single day in 2013. Through a completely new promotional concept, the world’s oldest advertising medium was united with the world’s oldest beverage. This convergence created the world’s first ever tea calendar – with calendar days actually made of tea leaves. The 365 flavored and wafer-thin calendar leaves can be torn off separately and then steeped in hot water. Thanks to the reserved and purist design, attention is drawn to the calendar’s most important aspect: the flavor of each tea.

Results
The tea calendar, which enjoyed triple digit circulation, underlines Hälssen & Lyon’s role as a tea development innovator. The results? Excellent tea and overwhelmingly positive feedback worldwide! The response rate is almost 50% and many new deals have since concluded. Tea calendar news is still spreading in all relevant blogs, generating valuable PR. The tea calendar is the most successful promotional campaign since the company’s 1879 founding. Consequently, Hälssen & Lyon will develop additional products based on the tea calendar’s creativity. This success proves that a good calendar can impress both the eyes and the taste buds, day after day.
credit
Brand:
Agency:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Photography:
Art Buyer:
Account Manager:
Production Company:
Producer:
Other credit:Final Artwork: Wibke Damm, Sebastian Arends
Producer Casefilm: Alexander Steinhoff
Director Casefilm: Alexander De Lukowicz
Sound Editor Casefilm: The Shack
Speaker Casefilm: Alan Orpin
Music Casefilm: Ralf Goldkind
awards
Cannes Lions International Festival of Creativity 2013
Gold Design
Calendars
Cannes Lions International Festival of Creativity 2013
Bronze Design
Promotional Item Design
London International Advertising Awards 2013
Silver The New Category
The NEW
New York Festival International Advertising Awards 2013
Gold Design
Foods
New York Festival International Advertising Awards 2013
Silver Design
Foods
New York Festival International Advertising Awards 2013
Silver Direct & Collateral
Calendars
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