| Title | LIGHTNING |
| Brand | MARIO HALLER BRANDY |
| Product/Service | LIQUOR |
| Category |
D02. DRINKS |
|
Entrant Company
|
LEO BURNETT SCHWEIZ Zürich, SWITZERLAND
|
|
Advertising Agency
|
LEO BURNETT SCHWEIZ Zürich, SWITZERLAND
|
Credits
| Axel Eckstein |
Leo Burnett Schweiz AG |
Exec. Creative Director |
| Christian Bircher |
Leo Burnett Schweiz AG |
Creative Director/Art Director |
| Bastian Otter |
Leo Burnett Schweiz AG |
Copy Writer |
Brief Explanation
Driven by the special release and unique appearance and its very special story of the product.
The Brief
In 2003 a pear tree of Mario Haller's plantation was struck by lightning. So he had the idea to
distil a single release of exclusive, limited edition bottles of Mario Haller schnapps. He asked us
to design a unique label for this special schnapps: A limited edition of schnapps distilled from
pears of a tree struck by lightning.
How the final design was conceived
Driven by the special story of the product we had the idea to design the labels by lightning too.
We've put labels of special paper - made of ceramic fibres and heat resistant up to temperatures
1300°C - on a lightning rod and waited. Finally a lightning with roundabout 100.000.000 volts
and 30.00 ampere struck into it and burned a unique trace in the middle of every single label.
Indication of how successful the outcome was in the market
A striking success.
After a mailing to a few retailers, all bottles of the release were sold out in only a week.