Cannes Lions

JWTea

WUNDERMAN THOMPSON, Toronto / J. WALTER THOMPSON / 2019

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Overview

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Credits

Overview

Background

The annual agency holiday card. How to stand out amongst a crowd of festive wishes to show our clients and the industry our agency smarts? The brief was to create an agency holiday card that would promote our agency to our clients and partners, as well as the advertising industry. The piece needed to demonstrate our agency’s value in strategic thinking, out of the box creative thinking and strong design pedigree. The budget for the project was $14,244.00 and had to reach 30 clients. We created 30 JWTea kits delivered to our clients in time to enjoy a cup of tea in time for the holidays.

Idea

We decided to create a stir in the form of a drinkable trend report – JWTea. Not only did we spill the tea by warming up our recipients with strategic insights on the year’s most important trends, we also showed them our smarts as an agency in one carefully crafted package. Designed to create a ceremony of opening and enjoying the tea and trend, every recipient can now raise a cup to a bright and knowledgeable 2019.

Execution

The concept called for a custom designed tea experience, using package design to bring the 8 hot trends to life with 8 corresponding flavours. Each tea flavour was housed in a sealed pouch, which was then placed into our unique tea box. We had to work with vendors to design a one-of-a-kind box that housed each pouch and created a ceremony of opening. Information on each trend was designed to form part of the box’s label. The 8 tea boxes were then placed into the kit box, purposefully kept white to enhance the moment of discovery when opened. We created xx number of kits which were delivered to 30 clients’ offices.

Outcome

The purpose of the piece was two-fold. Firstly, to promote our agency to our clients and partners demonstrating why we are the best agency for their marketing needs. The piece did just that, cementing client relationships, prompting almost every client to respond with great enthusiasm. Secondly it had to generate industry awareness and it did just that, giving us earned media coverage in industry publications.

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