Tribal Worldwide London, has, in collaboration with adam&eveDDB, created a revolutionary advertisement for Unilever’s new tea machine T.O by Lipton – the number one global tea company’s biggest product launch to date.
The campaign brings together a renowned team of artists and performers, including Cirque du Soleil and award-winning music video director Saam Farahmand.
The advert combines cutting-edge filming techniques with beautiful in-air and underwater performances by Cirque du Soleil. These tangibly visualise T.O by Lipton in action and show the ‘revolution in flavour’.
The ad draws inspiration from T.O by Lipton’s visible brew orb, a unique aspect of the product – in which you can see the tea brewing. To create a visualisation of the tea leaves dancing and blending inside the orb, Cirque du Soleil performed underwater in colourful outfits representing specific flavours – each one behaving as the tea leaves and capturing the spirit and essence of the brewing process.
The TV ad is directed by award winning music video director Saam Farahmand, known for his work with Mark Ronson, Janet Jackson and Cheryl Fernandez-Versini. In addition to TV, the ad will run across web, video online and banners.
Simon Poett, Executive Creative Director at Tribal Worldwide London explains:
The ad is a single minded journey into the heart of the machine (the orb) and back out again. Cirque du Soleil captures the magic and mystery of the way the tea leaves dance and move – it’s a natural fit. T.O by Lipton with Cirque du Soleil is a revolutionary act in its own right.
Glen Lomas, Global Business Director, Unilever at adam&eveDDB said:
T.O by Lipton is a revolution in tea-making, and our clients rightly wanted something revolutionary to launch it. They took a big risk in approving this idea and it has paid off. The fast-moving camera techniques, live underwater filming and the use of Cirque du Soleil artists have made this a very engaging piece of film, capturing the essence of the product in a unique way. All credit to Unilever, Cirque du Soleil and Tribal Worldwide London.
Catherine Archer, Global Brand Director, Unilever added:
With T.O by Lipton we wanted to reinvent how the world enjoys tea and create a revolution in flavour. It really is one of our biggest product launches ever. Tribal did an outstanding job capturing the heart of the product – taking us on a journey inside the orb. The beautiful performance by the artists truly reflects the multisensory experience of the tea brewing in the orb right in front of your eyes.
Tribal Worldwide, a global creative agency, draws on its expertise in digital innovation as well as its heritage of creativity and insights to craft effective marketing solutions that connect brands to people. In 2013, Tribal Worldwide was awarded Webby Agency of the Year. The network’s Canadian offices were honored with Strategy magazine’s Digital Agency of the Year award in both 2012 and 2013, while its offices in the Asia Pacific region have been consistently named Campaign Asia’s Digital Network of the Year. Also in 2012, Tribal Worldwide was inducted into the FWA Hall of Fame and was recognised as a leading mobile marketing agency by independent research firm Forrester Research, Inc. Tribal Worldwide was the first digital agency to be named Global Agency Network of the Year by Advertising Age, winning that designation in 2009, and in 2005 took home Adweek’s Interactive Agency of the Year award. In addition to winning top honors at the CLIO Awards, New York Festivals, Spikes Asia and The One Show, among others, Tribal was the first to win the Grand Prix in Film with an online execution at the Cannes Lions International Festival of Creativity in 2009.
Founded in 2000, Tribal consists of 60 offices in over 42 countries with global headquarters in New York, NY.