| Title | Fragilitea |
| Agency | Accenture Song (formerly Kolle Rebbe) |
| Campaign | Fragilitea |
| Advertiser | Rosenthal AG |
| Brand | Rosenthal |
| Date of First Broadcast/Publication | 2015 |
| Philosophy | Rosenthal is one of the world’s foremost producers of fine porcelain with a historically innovative approach to traditional craftsmanship. They are always searching for the best way to protect their fragile product. As a company that values superiority in every aspect of their business, they also strive to operate sustainably. |
| Result | That’s why they’ve developed Fragilitea – the first drinkable packaging material.It is made by leaves of high quality tea, pressed into paper-thin sheets, each of them precisely cut into stripes and then folded neatly in a special shock absorbing zig-zag pattern. The result is a paper-like, yet fragrant and tasty packing material with maximum protection features. Just perfect for shipments of fragile Rosenthal porcelain.To use, simply unpack the teacup, fill with a handful of Fragilitea and pour hot water over it. The packing material will soon transform into an aromatic black tea, fruit tea, or green tea. Since January, hundreds of Rosenthal tea cups have been shipped with our custom-made packaging. The feedback from delighted customers all over the world has been amazing. Sustainable products can change our world, but only Fragilitea can with such delicious results. |
| Media Type | Packaging, Branding & Design |
| Client Account Director | Andreas Gerecke |
| Executive Creative Director | Sascha Hanke |
| Copywriter | Caroline Schmidt |
| Art Director | Matthias Grotter |
| Project Manager | Isabell Wust |
| Production Manager | Martin Luhe |
| Photography Studio | Dirk Weyer Photography |
| Photographer | Dirk Weyer |
| Final Art Work | Britta Meyer |
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