PRODUCT LAUNCH
LANGNESE LIGHT
AGENCY: MCCANN ERICKSON
art director: harry prantner
art: sahra tehrani
copy: kathrin charlotte bohr
year: 2005
PRINT PRODUCT LAUNCH CAMPAIGN for HEARTBREAK light product line SOLERO.
Creating a specific new semantic for the product, the neologism "Lightenschaft" was added to the German advertising dictionary.
Copy line playing with the wording from the original HEARTBREAK brand song from the 80's (watch video below)
