Title | WHITE PEONY |
Brand | OR TEA? |
Product / Service | WHITE PEONY TEA |
Category | A01. Mailings |
Entrant | LEO BURNETT GUANGZHOU, CHINA |
Entrant Company: | LEO BURNETT GUANGZHOU, CHINA |
DM/Advertising Agency: | LEO BURNETT GUANGZHOU, CHINA |
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 |
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.
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.
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.
15% increase in sales and trial, and, the campaign was successful to reinforce brand image and awareness accordingly.