Metamorphosis – 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 Metamorphosis 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.
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.
Client / ManufacturerDesign
Hälssen & Lyon
Hamburg, DESven Helbig
Dresden, DEhäppy GmbH
Hamburg, DESascha Hanke, Boris Spiel, Johannes WölfelDate of Launch
2022
Development Time
up to 12 Month
Target Regions
North America, South America, Africa, Asia, Australia / Oceania, Europe
Target Groups
Consumers / Users, Trade / Industry