WHITE PEONY

TitleWHITE PEONY
BrandOR TEA?
Product / ServiceWHITE PEONY TEA
CategoryA01. Mailings
EntrantLEO BURNETT GUANGZHOU, CHINA
Entrant Company:LEO BURNETT GUANGZHOU, CHINA
DM/Advertising Agency:LEO BURNETT GUANGZHOU, CHINA

Credits

Name Company Position
Chong Kin Leo Burnett Guangzhou Executive Creative Director
Lau Tak Ho Leo Burnett Guangzhou Associate Creative Director
Joe Yue Leo Burnett Guangzhou Senior Copywriter
Akui Ke Leo Burnett Guangzhou Senior Copywriter
Ivan Yang Leo Burnett Guangzhou Art Director
Jasmine Zhu Leo Burnett Guangzhou Art Director
Zhou Jie Leo Burnett Guangzhou Designer
Roystan Ling Leo Burnett Guangzhou Illustrator
Zhang Wen Zhe Leo Burnett Guangzhou Illustrator
Davis Huang Leo Burnett Guangzhou Senior Artist

The Brief

Throughout history, brewing Chinese tea is regarded as an art. Now OR TEA? not only use pure superior Chinese organic tea leaves but also translates the art form into its products. The brief is to introduce OR TEA? to selected premium Chinese tea drinkers and to arouse their interest in experiencing this impressive artistic taste.

Creative Execution

As OR TEA? used organic Chinese tea leaves and its brand image is all about the Chinese art of tea making. We use traditional handmade embroidery in the sampling direct mail to illustrate the artistic White Peony / Dragon Pearl Jasmine taste to those selected drinkers.

Describe the creative solution to the brief/objective.

The sampling pack was meticulously hand-made by artisans in China without any artificial touch up and was created over a long period of time. This shows OR TEA? is produced in the same kind of spirit. The tea leaves are all natural without any chemical additives and you can taste every original flavor and scent in every sip of this Chinese art.

Results

15% increase in sales and trial, and, the campaign was successful to reinforce brand image and awareness accordingly.