Clemenger BBDO Melbourne
Wed, 02 May 2012 18:58:50 GMT
Clemenger BBDO Melbourne and Tetley have just launched the first ad in a broad campaign for its whole range of tea products. This will be the first campaign the Agency has produced for Tetley, owned by TATA Global Beverages, since winning the business last year.
Tea is traditionally a very stifled category – a world of cosy bliss and escapism. The agency developed a strategy for Tetley that would break the category norm with a more honest approach. The subsequent campaign pays homage to all the hard working women and mums who make up the primary audience of tea drinkers.
Clemenger BBDO Melbourne Executive Creative Director Ant Keogh says the campaign neatly illustrates the reality of a good cup of tea.
“It seemed like nobody was really acknowledging tea for what it is. It’s not a big fix or a magical escape. It simply gives you a few minutes of courage, before you get back out there.”
The campaign recognises the simple little break that a tea gives you. Sometimes, you just need a Tetley.
The first ad in the campaign, titled ‘Leaving’, focuses on the flagship Tetley black tea brand. Subsequent ads will showcase the Chai Latte and Fruit & Herbal ranges. The campaign is supported by print executions and will be followed by further engagement pieces over the course of the year.
Click the link to view the work http://bit.ly/JT3VWj
To view 'Support' click here: http://www.lbbonline.com/videos/897/
Client: TATA Global Beverages
Marketing Manager: Gale McLardie
Brand Manager: Sarah Goff
Agency: Clemenger BBDO Melbourne
ECD: Ant Keogh
Creative Directors: Tom Martin, Julian Schreiber
Art Director: Nic Buckingham
Copywriter: Nick Kelly
Producer – TV: Sevda Cemo
Producer – Print: Sharon Adams , Benjamin Nash
Group Account Director: Ricci Meldrum
Account Director: Rhoda Berjaoui
Account Manager: Anna Godfrey
Strategic Planner: Sam Mackisack
Director: Brian Aldrich
DOP/Cinematographer: Jeremy Rouse Freelance
Producers: Dave Thorne, Karen Bryson, Cath Anderson,
Production Company: Furlined (US) Finch Film Company (Facilitating Prod Co.)
Editor: Peter Sciberras, The Butchery
Flame Artist: Eugene Richards, The Refinery
Post Production Company: The Refinery
Music Composer/Arranger: Josephine Petrina, Electric Dreams
Music Production Company: Level Two Music /Electric Dreams
Sound Designer/Engineer: Paul Le Couteur
Sound House: Flagstaff Studios
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Categories: Soft DrinksClemenger BBDO Melbourne, Wed, 02 May 2012 18:58:50 GMT