Gui Ling Yuan Fang Tea Print Poophemisms 'Troll' by Y&R Johannesburg

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Poophemisms 'Troll'

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Industry Coffee, Tea, Breakfast Drinks, Laxative
Media Print, Magazine & Newspaper
Market South Africa
Agency Y&R Johannesburg
Chief Creative Officer Graham Lang, Y&R China Shen Guan
Creative Director Nkanyezi Masango, Gareth Cohen
Art Director Wade Barnes
Copywriter Beatrice Willougby
Illustrator Johan de Lange
Released May 2017

Awards

Loeries Awards 2017
Print Communication Newspaper Advertising Campaign Bronze
Print/outdoor & Out Of Home Crafts Writing Campaign Craft Certificate

Credits & Description

Gui Ling Yuan Fang Herbal Tea offers relief from constipation. Although it is a common ailment that many suffer from, no one wants to refer to it directly.
How can a tea brand that specializes in relieving occasional constipation make the topic less awkward? Enter Poophemism, a play on euphemisms. A series of humorous, whimsical phrases and accompanying illustrations that refer to the problem of constipation in an indirect, tongue in the cheek way – thereby making light of an award topic.
Media: Print
Category: Drinks, non-alcoholic
Client: Gui Ling Yuan Fang Tea
Agency: Y&R South Africa
Country: South Africa
Chief Creative Officer: Graham Lang
Creative Director: Nkanyezi Masango
Creative Director: Gareth Cohen
Art Director: Wade Barnes
Copywriter: Beatrice Willougby
Illustrator: Johan de Lange
CCO: Y&R China -- Shen Guan
Regional Agency Group: Y&r Africa
Agency: Y&r South Africa, Y&r Hk
Account Management: Beverly Ho
Agency Producer: Justin Fraser
Brand Representative (Client): Bebemona Yim