Tea is such a beautiful product, a really good image nearly tells and sells the whole story. So why muddy it up with anything other than a smart message? Exactly. The result was well suited for World Tea Expo’s international, modern and minimalist audience, the emerging fans of tea. In addition to being among my favorite examples of copy writing, the print ad for the 2010 campaign won First Place in IAEE’s (International Association of Exhibitions and Events) 2010 Art of Show Competition. Much credit goes to an inspired client who wasn’t sold on selling a trade show like a trade show.