Objective
To position BOH Camomile Tea as the calm moment in an otherwise frenetic day.
Idea
Show the difference a cup of BOH Camomile Tea can make to a harried person.
Execution
Each BOH Camomile tea bag features a design, printed using edible tea ink, depicting the stressed person's state of mind. Once the tea bag was immersed in a cup of boiling water, the edible tea ink dissolved, revealing a much calmer design. The Before/After effect served as a timely and memorable reminder of the calming properties found in every cup of BOH Camomile Tea.
Credits
Advertising Agency: M&C Saatchi, Malaysia
Creative Directors: Farrokh Madon, Henry Yap, Marzuki Maani, Neil Leslie
Art Directors: Choo Chee Wee, Pauline Ang
Copywriters: Farrokh Madon, Ahmad Fariz
Client Services: Farrah Harith, Sherina Binti Mohamed Zulkifli
Designer: Ellie See
Typographers: Pauline Ang, Ellie See
Print Producer: Sebastian Ng
Photographer: Jesse Choo
Photography Studio: Untold Images
Print Producer: Sebastian Ng
Color Separation: Ignition Graphic Production Sdn Bhd
Agency Producer: Sebastian Ng
Source: AOTW
