Relax
Sara Lee Hornimans
Issue 4 | July 2008
Agency
Tiempo BBDO
Creative Team
Siscu Molina - Creative General Manager;Tomas Ferrandiz - Creative Director;Pablo Fernández - Copywtiter;Estel Rosell - Art Director
Production Team
Jordi Tomàs - Executive Director Technology
Other Credits
Maria Pilar Palos - Executive Director Strategy & Communication
Date
February 2007
Background
Tea brand Hornimans was relaunching its Infu-Relax herbal tea, and wanted to communicate its benefits in an impactful and original way to encourage consumers to try the product.
Idea
Tiempo BBDO’s idea was to create an email that allowed recipients to experience for themselves the relaxing effect of the new Infu-Relax herbal tea, just by reading it. They wrote the email on its side so that in order to read it, people are forced to tilt their head to one side and rest it on their shoulder.
Results
Not available.
Target Audience
Men and women who spend most of their working day using a PC, BlackBerry or mobile - people with a hectic, stressful lifestyle for whom time is a precious commodity.
Our Thoughts
This is a great bit of interactivity – and testimony to the fact that you don’t need complicated technology or a massively difficult game to get people involved. Just tilt your head and wahey! You get to understand the benefit of Horniman’s Infu-Relax tea.