Hälssen & Lyon Design & Branding THE TEA CALENDAR by Kolle Rebbe Hamburg

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THE TEA CALENDAR

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Industry Coffee, Tea, Breakfast Drinks
Media Design & Branding
Market Germany
Agency Kolle Rebbe Hamburg
Executive Creative Director Sascha Hanke
Creative Director Kay Eichner, Heiko Schmidt
Art Director Patrick Schröder
Copywriter Julia Meissner Kolle Rebbe Gmbh
Producer Julia Rudloff
Photographer Marie-Therese Cramer
Released May 2013

Awards

Cannes Lions 2013
Design Lions Calendars Gold
Design Lions Promotional Item Design Bronze

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Calendars
Advertiser: HAELSSEN & LYON
Product/Service: TEA
Agency: KOLLE REBBE Hamburg, GERMANY
Executive Creative Director: Sascha Hanke (Kolle Rebbe Gmbh)
Creative Director: Heiko Schmidt (Kolle Rebbe Gmbh)
Creative Director: Kay Eichner (Kolle Rebbe Gmbh)
Art Director: Patrick Schröder (Kolle Rebbe Gmbh)
Copywriter: Julia Meissner (Kolle Rebbe Gmbh)
Production: Martin Lühe (Kolle Rebbe Gmbh)
Account Management: Kira Middendorf (Kolle Rebbe Gmbh)
Producer: Julia Rudloff (Kolle Rebbe Gmbh)
Art Buying: Karen Blome (Kolle Rebbe Gmbh)
Final Artwork: Wibke Damm (Kolle Rebbe Gmbh)
Final Artwork: Sebastian Arends (Kolle Rebbe Gmbh)
Production: Reinhold Kathöfer (Inch Design Service)
Producer Casefilm: Alexander Steinhoff (Virus)
Director Casefilm: Alexander De Lukowicz (Virus)
Sound Editor Casefilm: (The Shack)
Speaker Casefilm: Alan Orpin ()
Music Casefilm: Ralf Goldkind (No Limits One/Big Music)
Photographer: Marie Therese Cramer ()
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.