ICEBERG-AUSTRALIA by Grey Beijing for Tui

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ICEBERG-AUSTRALIA

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Industry Travel Agencies, Tour Operators & Travel Services
Media Print, Magazine & Newspaper
Market China
Agency Grey Beijing
Art Director Yue Chee Guan, Li Ning
Copywriter Li Ning
Account Supervisor Chris Li
Typographer Ma Lidan, Cao Jie
Illustrator Song Shanshan
Released June 2012

Awards

Cannes Lions 2012
Press Lions Travel, Transport & Tourism Bronze

Credits & Description

Category: Illustration
Advertiser: TUI
Product/Service: TUI TRAVEL
Agency: GREY GROUP CHINA
Executive Creative Director: Chee Guan Yue (Grey Group China)
Creative Director: Chee Guan Yue (Grey Group China)
Copywriter: Chee Guan Yue/Li Ning (Grey Group China)
Art Director: Li Ning/Chee Guan Yue (Grey Group China)
Illustrator: Song Shanshan (Grey Group China)
Typographer: Cao Jie/Ma Lidan (Grey Group China)
Art Buyer: Kevin Bi/Jane Li (Grey Group China)
Account Supervisor: Chris Li (Grey Group China)
Account Manager: Amy Wang (Grey Group China)
Advertiser's Supervisor: Marcel Schneider (TUI)
Head Of Marketing: Nathan Pei (TUI)
Media placement: Poster - In Store - 2012.4.15

Describe the brief from the client
To show our target audience that TUI is different from other travel operators, as it offers more in-depth travel experience.

Describe the challenges and key objectives
We need to show people that, with TUI, they could expect more than just a cliché visit to the iconic places of interest.

Describe how you arrived at the final design
With a small budget for the entire campaign, we needed some simple, impactful, and eye-catching visual solutions to capture the imagination of the audience.

Give some indication of how successful the outcome was in the market
The stopping power of this newly launched campaign had successfully led people to find out more about TUI's offerings, but measurable results have yet to be made available at the time of this award submission.