Fresh From The Field — Dilmah – Make the World a Better Tea Campaign – By BrandAid, Assembly, Hope McConnell
Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Design Assembly community.
Telling the tale of tea – BrandAid were brought on board by Dilmah to communicate the brand’s rich history and “for good” approach to the younger generation of conscious tea drinkers.
The final concept, “Make the World a Better Tea” was created as a mixed media TVC, which blurs the lines between hand-illustration ( by Hope McConnell ) and 3D animation ( by Assembly) for a magical, storybook quality.
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The Brief:
BrandAid was briefed by Dilmah to get the next generation of conscious tea-drinkers to see Dilmah in a new light — not as their parents’ tea, but as the “for good” company they’ve always been. The TVC and campaign needed to appeal to a younger demographic through fun, charming and contemporary illustrations while paying homage to the rich history of Dilmah. It was key to convey that Dilmah is the better tea company, not just for the quality and taste, but for the way it generously gives back to make the world a better place.
The Design Response:
BrandAid brought Hope McConnell on board as the illustrator for this project, and Assembly as the production studio. The concept ‘Make the World a Better Tea’ was bought to life through Hope’s crafted illustrations and Assembly’s slick animation style.
This collaboration resulted in a whimsical, yet refined mixed media TVC, blurring the lines between what is hand-illustrated and what is 3D animated. Taking 2D illustrations into a 3D animated world was a challenge, but this approach gave the final film a magical, storybook quality well worth the effort. This combination ensured that Dilmah’s rich history shone through while still capturing the attention of a younger generation. The rest of the campaign followed the style of the film with punchy, type centric GIF’s, illustrated and animated by Hope.
The Design Team:
Agency, BrandAid
https://www.brandaid.co.nz
Creative Director, Kim Fraser
Creative Director, Steve McCabe
Creative Director, Luke Johnston
Agency Producer, Luke Johnston
Production Company, Assembly
https://www.assemblyltd.com
Motion Design Director, Frankie Principe
Executive Producer, Jane Oak
Illustration, Hope McConnell
www.hopemcconnell.com
Insta – @hopemcconnellcreative
Insta – @assemblyltd
The Client Team:
Client, Dilhan C Fernando, CEO, Dilmah Tea
@nzdilmahtea
@dilmahceylontea
https://www.dilmahtea.com
Collaborators:
Sound Design, Stefaan Van Leuven, Franklin Rd
Music Composer, Peter Hobbs, Harmonic Studios
Voiceover Talent, Amrit Fernando
