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T.O by Lipton - A Revolution in Flavour

basics
Industry: House, Garden & Pets
Media:TV & Cinema
Market:United Kingdom
Style: Minimalism
descriptioncnen
Entry Summary
There are no specific cultural terms and references as the campaign will eventually run through multiple international markets.
Effectiveness
To create an artistic impression of tea leaves dancing and blending inside the T.O. orb, Cirque du Soleil performed underwater in original outfits representing specific flavours - each one behaving as the leaves, capturing the spirit and essence of the brewing process. The production had to combine bespoke art department innovation with cutting-edge camera techniques and unique aerial and underwater choreography. The production ‘firsts’ included the building of bespoke high pressure water tanks to house 2 dancers within a seamless frame, new liquid formations through non-toxic chemical R&D designed to behave in a certain way underwater, unique wardrobe creations each of which were lined with micro pumps and tubes which secreted red and yellow liquids as well as bubbles - all of which took 5 months research to perfect. Other firsts included Cirque du Soleil performing upside down and underwater choreography for the very first time in the company’s history.
Brief Explanation
Lipton’s T.O machine reinvents the way the world enjoys tea. A category-redefiningproduct, it theatrically brews over 35 different flavours in an orb that sits at the heart of the machine. Bringing this revolution in flavour to life, our film creates a multi-sensory journey into the heart of the orb. Combining cutting-edge filming techniques, SFX and post-production with an incredible in-air and underwater performance by Cirque du Soleil, we follow the journey of three flavours as they are brewed to perfection. Contemporary camera dynamics place us in encounters with each flavour. Both the camera and performer's movement are swift, agile and precise; qualities synonymous with the precision, delicacy and dynamism of the T.O. Not merely observers, instead we’re pulled into the action through the immersive camerawork, building to a climactic finale as performers galvanize the water before us and seductively unveil the machine.Une Revolution des saveurs - A revolution in flavour
credit
Brand:
Agency:
Executive Creative Director:
Production Company:
Producer:
Director:
Other credit:Agency Producer: Ben Sharpe
Creative Team: Sam Turk, Paul Robbins, Cirque Du Soleil
Digital Agency: Tribal Worldwide / London
awards
Cannes Lions International Festival of Creativity 2016
Shortlist Film Craft
Achievement in Production
The One Show 2016
Merit Film
Craft - Cinematography / Cinematography
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