BrandAid 2 Assembly 58 Dilmah - Make the world a better tea
Pou Auaha / Creative DirectorsKim Fraser, Steve McCabe, Luke Johnston
Ringatoi Matua / Design DirectorFrankie Principe
Ngā Kaimahi / Team MembersJane Oak, Hope McConnell
Kaitautoko / ContributorsStefaan Van Leuven, Peter Hobbs, Amrit Fernando
People often assume newer, younger brands are more ethical.
It was our challenge 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.
By using a mixed-media animation we were able bring the brand into the 21st century, while staying true to its story and heritage.
Traditional colours and texture were brought to life in a vibrant and whimsical way. Animation allowed us to go from intimate teacup settings one second to elephants standing on earth the next.
And do this all seamlessly.
Blurring the lines between what is hand-illustrated and what is 3d animated gave the final film a magical, storybook quality.
Of course, we couldn’t make a Dilmah spot without a cameo from the great Merrill J Fernando, with his immortal line “Do Try It”. The voiceover was delivered by his grandson, Amrit.