SUB CATEGORY :

BROADCAST: PUBLIC SERVICES & CAUSE APPEALS

COMPANY ENTERING :

DENTSU CREATIVE, SYDNEY

TITLE :

MOOD TEA

BRAND :

MOOD TEA

ADVERTISER :

MOOD TEA

AGENCY :

DENTSU CREATIVE, SYDNEY

CHIEF CREATIVE OFFICER :

MANDIE VAN DER MERWE/AVISH GORDHAN

CREATIVE DIRECTOR :

ANT HATTON/CHRIS BERENTS

ART DIRECTOR :

ANT HATTON/CHRIS BERENTS

COPYWRITER :

ANT HATTON/CHRIS BERENTS

EXECUTIVE PRODUCER :

ROZ SCRIMSHAW

AGENCY PRODUCER :

TOM PEARCE

ACCOUNT DIRECTOR :

JOSH PELZ

ACCOUNT EXECUTIVE :

EMMA HEAZLETT

STRATEGIC PLANNER :

WIL KOSLOWSKI

MEDIA AGENCY :

CARAT, SYDNEY

CHIEF INVESTMENT OFFICER :

CRAIG COOPER

MANAGING DIRECTOR :

LAUREN SMALL

GROUP INVESTMENT DIRECTOR (MELBOURNE) :

STEPH O'DONNELL

PR AGENCY :

DENTSU CREATIVE, SYDNEY

PR DIRECTOR :

TIFFANY SIMON

FILM PRODUCTION COMPANY :

REVOLVER, SYDNEY

DIRECTOR :

MATT DEVINE

DIRECTOR OF PHOTOGRAPHY :

SIMON WALSH

FILM PRODUCER :

ALEX KEMBER

POST-PRODUCTION COMPANY :

ARC EDIT, SYDNEY

EDITOR :

PHOEBE TAYLOR

SPECIAL EFFECTS COMPANY :

ALT VFX, SYDNEY

SOUND PRODUCTION COMPANY :

RUMBLE STUDIOS, SYDNEY

ENGLISH SYNOPSIS :

It’s not every day you get to sell a not-for-profit using poo jokes, cold showers and a mounted panda head. But that’s what we did to sell mood tea - a social enterprise committed to fighting suicide and mental health issues amongst youth in australia. Their brief to us was simple: get noticed and sell more tea. With such a cluttered market, we needed to break not-for-profit conventions. No violin music. No sad children. Instead we built our campaign off the insight that most people, no matter how kind they are, wouldn’t buy tea just because it does good for the world. It had to be a good quality tea too. With that in mind, we launched a series of ads with a mean-spirited and detestable spokesperson. His message: he doesn’t drink the tea because it does good; he drinks it because it tastes good.