| Title | THE ARCHAEOLOGIST |
| Brand | EHINGER KRAFTRAD |
| Product/Service | THE ARCHAEOLOGIST DRY GIN |
| Category |
B02. Promotional Item Design |
|
Entrant
|
SERVICEPLAN GERMANY Munich, GERMANY
|
|
Idea Creation
|
SERVICEPLAN GERMANY Munich, GERMANY
|
|
Idea Creation 2
|
STUDIO OEDING Hamburg, GERMANY
|
|
Production
|
PFEFFERMINZ FILM Kempten, GERMANY
|
|
Production 2
|
THE PICTUREBOOKS Guetersloh, GERMANY
|
|
Production 3
|
STUDIO OEDING Hamburg, GERMANY
|
|
Production 4
|
PRODUKTIONSBUERO ROMEY VON MALOTTKY Hamburg, GERMANY
|
Credits
| Alexander Schill |
SERVICEPLAN GROUP |
Global Chief Creative Officer |
| Christoph Everke |
SERVICEPLAN GERMANY |
Executive Creative Director |
| Katrin Oeding |
Studio Oeding GmbH |
Creative Director |
| Timm Hanebeck |
SERVICEPLAN GERMANY |
Global Executive Creative Director |
| Basma Attalla |
SERVICEPLAN GERMANY |
Creative Director |
| Henrik Pfeiffer |
SERVICEPLAN GERMANY |
Senior Copywriter |
| Frederike Enk |
SERVICEPLAN GERMANY |
Accountant |
| Johanna Baehner |
Studio Oeding GmbH |
Project Manager |
| Ferdinand Ritter Kempski von Rakoszyn |
SERVICEPLAN GERMANY |
Junior Accountant |
| Stefan Kreißl |
SERVICEPLAN GERMANY |
Trainee Marketing/Consulting |
| Sung-Hi Leem |
Studio Oeding GmbH |
Art Director & Senior Designer |
| Javier Fernandez |
Studio Oeding GmbH |
Designer |
| Fabian Bill |
Studio Oeding GmbH |
Copywriter |
| Wolfrik Fischer |
AWF (Special Effect Munich) |
Dummy Producer |
| Lorenz Langgartner |
SERVICEPLAN GROUP |
Creative Innovation Director |
| Franz Roeppischer |
SERVICEPLAN GROUP |
Creative Innovation Director |
| Hendrik Sommerfeld |
Designstube |
Editor |
| Bernd Westphal |
Bernd Westphal Photography (Hamburg) |
Photographer |
The Campaign
We crafted a spirit out of the Ehinger spirit – a gin that contains original parts from the old machines. We bottled it together with the machine parts and labelled each bottle with the mind-boggling story of the part’s origin.
According to Uwe Ehinger’s favourite models, Harley Davidson Panhead, Flathead, and Knucklehead, we made three varieties (classes), containing iconic original parts of these very machines.
That way, fans could finally actually taste the spirit of three different vintage Harley Davidson motorbikes and let it become a part of them.
Ehinger Kraftrad is a relatively small brand. The machines cost a fortune, therefore the customer potential draws from predominantly male, wealthy, highly-interested, well-informed, hardcore fans.
We focused on the according globally published special-interest magazines and social media to create buzz and address the target audience as directly as possible. Before long, the message literally spread worldwide, and so did the inquiries.
Creative Execution
Every element of our hand-made packaging consists of colours and materials that were already used in the 30s and 40s – a meticulous rendition of the packaging technology of the era in which the contained bike parts have originally been crafted.
The Bottle:
Custom-made clear glass with bottom-side counterbore by Karl Schmid glassworks; original vintage machine part welded on a stainless-steel socket by Wolfrik Fischer studio
Paper and cardboard:
Maren Thomsen, ‚Les Naturals’, sand, anthracite and alabaster white
Finish:
Crucible printing press hot foil stamping
Inks:
Red: Kurz Luxor 307 (matches Pantone 8863)
Gold: Kurz Luxor 381 (matches Pantone 871)
Silver: Kurz Alufin Spezial (matches Pantone 877)
Black: Tecnofoil 499
Indication of how successful the outcome was in the market
Since the making of the bottles is a highly expensive and elaborate process, we have crafted a first batch of 100 bottles per class. 300 bottles that were offered in the EK Shop and online – and were out-of-stock within a few days.
Ehinger Kraftrad is a relatively small brand, but with a big reputation in the scene. The machines cost a fortune, therefore the customer potential draws from predominantly male, wealthy, highly-interested, well-informed, hardcore fans. Ehinger Kraftrad is renowned for sweating every detail painstakingly. Thus, it was important to craft the packaging in an accordingly authentic and meticulous fashion.
To reach the relevant target group, we focused on the according globally published special-interest magazines and social media to create buzz and create interest within the target audience. Before long, the message literally spread worldwide, and so, numerous inquiries came in from all over the world.