普象-让好设计发光

me-tamorphosis – transforming a violin into tea
Brand Partnership

How can a classical orchestral music composer generate enough buzz to be seen and heard with a release – after two years of pandemic without live audiences and 60,000 new tracks uploaded every day on Spotify alone? It was time for a completely new, highly aesthetic approach.

To promote his latest album internationally acclaimed composer Sven Helbig collaborated with legendary tea company Hälssen & Lyon. Together they launched a promotion for the single me-tamorphosis that allows fans to experience music and tea in a radically new way: Sven Helbigs violin was transformed into a mushroom which then was processed into an exclusive blend.

长达两年的疫情让我们无法在现场为听众表演，而光在 Spotify 上每天就有 60,000 首新上传的歌曲。在这种情况下，古典管弦乐作曲家在发行专辑时，如何才能产生足够的热度和曝光度？这就需要采用极富审美的全新营销路线。为了在国际市场上宣传最新个人专辑，知名作曲家 Sven Helbig 与传奇茶饮公司 Hälssen & Lyon 携手合作。双方共同为单曲《me-tamorphosis》推出了宣传活动，让乐迷以全新的方式聆听音乐并品尝香茗：Sven Helbig 的小提琴化身为蘑菇，然后被制成独特的混合茶饮。

iF GOLD STATEMENT
Marketing a new classical album during a pandemic is a challenge; reaching a new target audience even more so. This design creates a surprising visual language, and the click numbers testify to its successful execution.



评委评语
在疫情期间，新古典主义专辑的市场营销是一项挑战；要吸引新的目标受众，更是难上加难。此设计打造了出人意料的视觉语言，点击率证明了其在营销执行上的成功。

Client / Manufacturer
Hälssen & Lyon
Hamburg, DE
Sven Helbig
Dresden, DE

Designer
häppy GmbH
Hamburg, DE


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