Mentholatum Design & Branding LEAF POEMS by Grey Hong Kong

LEAF POEMS

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Industry Cosmetics & beauty products
Media Design & Branding
Market Hong Kong SAR China
Agency Grey Hong Kong
Associate Creative Director Walter Wu
Executive Creative Director Keith Ho
Creative Director Sonic Choy
Copywriter Pris Luk
Photographer Raymond Ng
Released August 2011

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: MENTHOLATUM
Product/Service: MENTHOLATUM LIPICE LIPBALM
Agency: GREY GROUP HONG KONG
Executive Creative Director: Keith Ho (Grey Group Hong Kong)
Creative Director: Sonic Choy (Grey Group Hong Kong)
Associate Creative Director: Walter Wu (Grey Group Hong Kong)
Copywriter: Pris Luk (Grey Group Hong Kong)
Senior Art Director: Dave Ho (Grey Group Hong Kong)
Group Account Director: Erica Ho (Grey Group Hong Kong)
Account Executive: Martin So (Grey Group Hong Kong)
Production Manager: Ken Yau (Grey Group Hong Kong)
Photographer: Raymond Ng
Media placement: Flyers - Parks / Public pavements - 27 August 2011

Describe the brief from the client
Mentholatum LipIce Lipbalm wanted to increase brand awareness during Autumn.

Describe the challenges and key objectives
Autumn has been associated with melancholy. Mentholatum LipIce Lipbalm, wanted to softens the stark dullness of Autumn with a gentle moisturising agent.

Describe how you arrived at the final design
The soft, gentle touch of Lipice Lipbalm offered an opportunity to address the harsh mood and dry conditions of Autumn with a message of love. To soften Autumn’s depressing and dry atmosphere and highlight product’s moisturising effect and loving care of LipIce Lipbalm, we printed romantic poems of kisses on over 5,000 real Autumn leaves that had fallen in the park. We also provided an URL on the leaves which leads to the product’s website.

Give some indication of how successful the outcome was in the market
We earned tremendous press coverage. Pedestrians were attracted and many shared pictures of the leaves on Facebook. Brand awareness of Mentholatum LipIce Lipbalm increased by 20%.