Agency: TBWA, Istanbul
Creative Director: İlkay Gürpınar
Creative Head: Gokhan Yucel
Copywriter: Cem Ozturk
Art Director: Banu Ustundag
Found at: adsoftheworld
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Your readers may have seen something similar in their travels, but it seems like a genuinely new idea to me, making the tea bag tag into something other than a logo or something similar. Very clever, not surprised it got the reaction it did.