As a refreshment green tea has a lot going for it beyond its taste, and that's its natural health-enhancing qualities, loaded as it is with antioxidants. It also connotes a certain meditative quality.
So when JWT Cairo was called upon to create a campaign for Lipton Green Tea on a "Tea Is Good for You" theme, thoughts quickly turned to the best way to express that in a natural way.
"The thought ignited when we said that ideally the medium should be as natural and good as the brand and message," recalls Fady Chamaa, JWT Cairo's executive creative director.
The natural message they came up with was as natural as could be, with the least possible intrusion upon nature.
The agency sent crews out to public gardens around the city with hedge clippers, and the workmen sculpted bushes to look like giant tea cups. Then they hung strings from the sculpted cups, and attached were tags one sees on tea bags, these with the Lipton Green Tea logo, completing the effect.
Chamaa says the campaign generated a fair amount of word-of-mouth buzz and was covered in blogs and the local media.
