Metamorphosis – transforming a violin into tea
Brand Partnership
Hälssen & Lyon
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![häppy GmbH](https://ifdalivestorage.blob.core.windows.net/user-uploads/profile/17409/7d256fdc-f750-440b-954a-d83e3a71c9d9/hppy_logo_blue_spot.png)
Hälssen & Lyon
Hamburg, DESven Helbig
Dresden, DE![häppy GmbH](https://ifdalivestorage.blob.core.windows.net/user-uploads/profile/17409/7d256fdc-f750-440b-954a-d83e3a71c9d9/hppy_logo_blue_spot.png)
häppy 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