|Product / Service||TEA|
|Category||A02. Ambient media: small scale (incl. premiums and giveaways)|
|Entrant||GREY GROUP Singapore, SINGAPORE|
|Entrant Company||GREY GROUP Singapore, SINGAPORE|
|Advertising Agency||GREY GROUP Singapore, SINGAPORE|
|Ali Shabaz||Grey Group Singapore||Chief Creative Office|
|Low Jun Jek||Yolk/At)grey||Creative Director|
|Shante Lee||Yolk/At)grey||Art Director/Designer|
|Teo Yu Ling||Yolk/At)grey Singapore||Art Director/Designer|
|Siong Chung Hua||Yolk/At)grey Singapore||Copywriter|
|Karn Singh||Grey Group Singapore||Copywriter|
|Marina Lim||Grey Group Singapore||Art Director|
|Ernest Tey||Grey Group Singapore||Art Director|
|Tan Giap How||Grey Group Singapore||Art Director|
|Bobby Koh||Grey Group Singapore||Production Manager|
|Justine Leong||Grey Group Singapore||Account Director|
|Madina Kalyayeva||Grey Group Singapore||Account Manager|
|Felix Wang||Felix Wang Digital Imaging||Digital Imaging Artist|
|Harpi Sim||Nemesis Pictures||Photographer|
|Sean Ng||AMOK TV Singapore||Director|
|Cinzia Crociani||Grey Group Head||Creative Group Head|
Manjushree, producers of fine teas in India, wanted to strengthen its relationship with existing patrons whilst offering new consumers an engaging way to interact with the brand.
A relaxing cup of tea and a wonderful story to pore over it's a joy every tea lover indulges in. It was this truth that inspired the creative idea. It was relevant to both the client and the target audience because the audience the client wanted to attract immediately identified with the insight and gravitated towards the idea.
Manjushree Tea Stories - a bespoke collection of short stories and poems. Penned by some of the most renowned wordsmiths in the region, every story reflected the character, style and flavour of a particular Manjushree tea. Special packs were designed to resemble a book. Each came with sachets that carried a short story or poem. To reveal the story, one had to remove a teabag from the sachet and dip it into a hot cup of water with the wrapper placed over it. Once the hot steam made contact with the wrapper, the story was revealed.
The idea was so well received that within only a matter of days, all the limited edition Tea Story books were sold out. Word spread far and wide amongst the target audience and the demand for re-prints started pouring in on a daily basis.