Yorkshire Tea’s finest blend, Yorkshire Gold, has been given a dazzling new gold box. And to demonstrate its golden brilliance (and the brilliant brew within), Lucky Generals has worked with award-winning photographer Ben Stockley to create a new DOOH and social campaign, “Dazzling Brew. Dazzling Box.”
The box has been redesigned (or redazzled) as Yorkshire Tea looks to drive differentiation in the market and gain stand out on supermarket shelves for its premium brew. Yorkshire Gold is made with the finest tea leaves from the best growers in Kenya, Rwanda and Assam and like all the brand's teas, is carbon neutral.
The creative plays on the gold, showing everyday examples of consumers being dazzled by the glorious glow of the new Yorkshire Tea box. The stunning vignettes created by Ben Stockley feature a man opening his cupboard to make a brew being blinded by the gold tea box. While another image sees a woman packing her shopping in a supermarket car park, having purchased Yorkshire Gold her car boot lights up in a heavenly golden glow.
The online work launched October 1st, and the DOOH launched October 4th, both featuring a mixture of still photography and animated cinemagraphs.
Lee Smith at Lucky Generals, said: “Keep your eyes open for Yorkshire Gold's new box…if you can.”
Lucy Hoyle at Yorkshire Tea, said: “We’re incredibly proud of our dazzling new Yorkshire Gold box – this extra special tea deserves an extra special box and the goldenness really is a sight to behold! It’s been a real pleasure to team up with Ben and Lucky Generals to let tea lovers know about it through this campaign. Summer might be over, but don’t put your sunglasses away just yet!”
Brand: Yorkshire Tea
Agency: Lucky Generals
Agent/Executive Producer: Siobhan Squire
Photographer: Ben Stockley
Retoucher: Dennis Tuffnell
Animation Agency: JamVFX.
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