Description:

Gong Cha wanted a character-driven campaign to introduce their wide line of bubble tea and exciting toppings to the Australian market. The goal was to educate Aussies on the delights of bubble tea and create curiosity around bubble tea toppings. Gong Cha wanted to make a fun, colourful, and lively campaign to inspire the young target demographic of teenage girls towards bubble tea fandom.

The spot introduces two teenage girls coming home from school. Seeking refuge from the hot Australian sun, they head into a Gong Cha shop — the characters experience entering the store like opening a refrigerator — cooling and fresh. Leveraging bold, emotive expression, the campaign uses a bright colour palette and a variety of textures to make the design pop as the characters transform into colourful, alternative versions of themselves. The design elements included geometric shapes for the toppings and condensation on the bubble tea cups to drive forward the idea of Gong Cha teas as a refreshing oasis from the hot summer sun.