Tea for the new age Chinese Millennials - Packaging Concurso terminado

How can we represent clash of cultures through Lipton tea’s new packaging design in China?

Início 26 de Outubro de 2016 Fim 06 de Novembro de 2016, 23:59 UTC Deliberação Resultados Novembro de 2016
Início
26 de Outubro de 2016
Fim
06 de Novembro de 2016, 23:59 UTC
Resultados
Novembro de 2016
Briefing

Contexto

Lipton wants to enter the growing loose-tea market in China through e-commerce channels. Tea consumers on e-commerce channels are millennials (75% between the ages of 18-35) and are more open to variety.

For millennials, life in China is a mix of old world beliefs of their parents and embrace of the new world of China and all its new experiences. Being in the middle of both creates tension in their lives.

Lipton wants to encourage Chinese millennials to live life their way and feel good. “No rules to feeling good” is an attitude towards life and is reflected in Lipton’s approach to making their new range of 6 loose teas which are combinations of traditional Chinese and International black tea bases – with a modern twist by adding fruits, spices, herbs and flowers. They are all set to break the rules of tea category and traditional tea. They taste great and make one feel good.

For its new range of teas, Lipton wants your help with creating a bold packaging design showing the clash of traditional tea bases with modern flavours.

Desafio Criativo

Show us a bold representation of visually contrasting packaging for Lipton China’s new range of traditional tea bases infused with modern flavours.

Chinese millennials want to experience new things that simply did not exist when their parents were at their age and to live life ‘their way’. Their families and broader society expect certain behaviours based on their old world beliefs and outlook towards the world. This creates tension in Chinese millennials lives as they develop their own personality.

Lipton believes in “There are no rules to feeling good”. An example could be a Tibetan monk who is a studious and dedicated Buddhist by day and transforms into a lead guitar player of a rock band by night. This is not about rebellion. Rather, this is about being bold with your choices, breaking the norms and being experimental.

Lipton’s brand personality is about being spirited, imaginative, honest and positive. Please refer to the Brand Personality document in the creative toolkit, which can be downloaded under Guidelines.

The new variants are as follows:

Group A

Group B

Please select one from each of the Groups (total two). For each of the variants, please give us two contrasting representations per page. One element will be about the traditional tea base and its origin and the other contemporary element will be related to the modern flavour.

The tea bases are from the UK, Sri Lanka, Japan, Fujian and Anhui provinces in China. It’s important to find a cultural reference of that region that is instantly recognisable by the consumer. It could be landscape, building, design style, art etc. This would be on the left side of the page. The contemporary element (right side) should be from a brave new world and should be a little ‘edgy’. It could be tattoo, manga, graffiti, modern music, such as rock or dance, or any of the contemporary experiences that Chinese Millennials are interested to discover.

Please also answer the following mandatory questions for each of the 2 variants you’ve picked:

  1. How do you think your visual designs for each of the variants represents the idea of clash of cultures of traditional tea bases infused with modern flavours?
  2. How do you think your visual designs represents Lipton’s philosophy of ‘no rules to feeling good’?
  3. What would be the suitable name that describes the combination of contrasting visuals you’ve used for each of the 2 variants?

Dicas

Os exemplos são fornecidos apenas para ilustrar as nossas expectativas. Favor não usá-los em sua apresentação ou ela será rejeitada.

Example of a good entry: Lipton’s lead variant for its new range is Rose Mao Feng. We already have a visual description for this variant and only need your help with the other 5. To visually represent this fusion, the left side of the visual consists of traditional yellow mountain scenery, alluding to the origin of Mao Feng tea. It will be contrasted with a ‘Biker Rock Girl’ on the right side; she has Guns N’ Roses-style tattoos to convey the Rose Petals. The contrast of the yellow mountain origin of Mao Feng tea with the Rose Tattoo imagery is an unexpected combination that ‘clashes’ the two distinct worlds. We want you to generate similar visual expressions for each of the remaining 5 variants from Group A and B.

Example of a bad entry: For the Orange and Lemon Peel + Earl Grey variant, visually representing the two by showing an image of the London Eye on the left (Earl Grey) with an orange image on the right. This would not represent clash of cultures in its truest sense and will not make for a visually exciting representation of the idea.

Prêmios

Prêmio do Júri

  • #1 Prêmio 1 (€ 4.000)
  • #2 Prêmio 2 (€ 2.000)
  • #3 Prêmio 3 (€ 1.000)

Formato

A presentation with visuals and texts – Maximum 2 pages, 1 page per entry as per template.

Critérios de seleção

The best entries will have exciting visual representations that show not only iconic and contemporary, but also contrasting and conflicting imagery.

Orientações

Orientações para esse concurso

  • The description of your entry and the names of the variants can be in English or in Chinese.
  • For each variant, there will be 2 contrasting representations and the answer to the 3 questions.
  • Use the template to create your entry. You can download it from the creative toolkit.
  • Submit each variant entry on a different page.
  • Your entries will be used as inspiration for the final packaging design of Lipton’s new tea variants.
  • As entradas selecionadas serão utilizadas na Internet. As autorizações e licenças de uso de elementos protegidos (incluindo músicas, fotos…) devem ser compatíveis com a difusão na Internet. Você deve poder nos fornecer uma prova escrita dessas autorizações e licenças a qualquer momento.

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