THE ARCHAEOLOGIST

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ClientEHINGER KRAFTRAD
Category E02. Drinks
TitleTHE ARCHAEOLOGIST
Product/ServiceTHE ARCHAEOLOGIST DRY GIN
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
Name Company Position
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.

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.