At Hälssen & Lyon, we value employees who have a special flair for the extraordinary possibilities of tea.
The motifs in the recruitment campaign, "Seeing tea differently - since 1879", echo this aspect and, with a wink of an eye, set standards for the selection of tea-loving applicants. They are modelled on classic eye tests carried out by opticians and ophthalmologists. In addition to the headline in the style of a near/far vision test, there are coloured tea circles with slightly contrasting numbers, based on the Ishihara test for green/red visual impairment. The numbers add up to the year Hälssen & Lyon was founded: 1879.
The question "Can you see the difference?" is not only the link to the tea visual and the specific job advertisement, but also to an indulgent, passionate, somewhat unusual and highly subjective description of the teas shown.
Awards
The creative project was honoured with two of the prestigious iF Design Awards in 2024 - in the categories Communication Branding and Communication Campaigns.
