Title | LIGHTNING |
Brand | MARIO HALLER BRANDY |
Product/Service | LIQUOR |
Category |
C01. FAST MOVING CONSUMER GOODS (INCL. ALCOHOLIC & NON-ALCOHOLIC 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 |
The Brief
Mario Haller produces fruit brandies.
In 2003 a pear tree of Mario Haller's plantation was struck by lightning. Standing in front of a
charred pear tree. It had been 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.
Creative Execution
As our material we chose the most heat-resistant paper we could find: ceramic fibre paper that
retains its shape even at temperatures of 1500 degrees. We cut the paper to label size and then
impaled it on the rod of a lightning conductor.
We placed the rod on a small rise close to the pear tree. And then we waited. Until a bolt of
lightning struck the rod.
Describe the creative solution to the brief/objective.
Inspired by this, we came up with the idea of letting Mother Nature design the label for the bottles
as well.
Results
The result was fascinating. 100 million volts had left clear traces on the material without
completely destroying it. It was exactly what we had been looking for. Mario Haller's exclusive fruit
brandy was a genuine rarity and disappeared down appreciative throats almost as quickly as it
had come to the world. The Brandy was distributet to an exclusive clientele as a complimentary
gift of appreciation.