Our brief was to engage and educate customers in the UK about Tetley's CSR initiative, 'Farmers First Hand' and the provenance and process of tea making at some of their estates in India. With the limited budget set aside for this project, the client's expectation was for us to use a small number of existing photographs, stock imagery and graphics to tell these stories across their social channels. We decided we could do better than that.
Our lone director flew out to work with a small but hugely talented crew of Mumbai film graduates to capture all of the magical spirit and surroundings of our beloved tea bags' origins, as well as intimate snapshots of some of the people and cultures that the FFH program has touched, in this series of simple, visual vignettes designed to pique interest on social and lead people to the surrounding content.
During ten long days of filming and travelling to two opposite ends of this vast country, we also shot and graded over a hundred photos and created all of the music and sound design using recordings from the various shoot locations. All of which created a pool of highly engaging audio/visual assets to accompany the ongoing social strategy and calendar we devised that smashed the clients KPIs and was adopted as best practise for social globally by Tetley's parent company Tata Global Beverages.