Get back to you with Twinings

AMV BBDO has created a new £5m integrated campaign for Twinings in conjunction with Freud, Zenith Optimedia, Grand Union and Visual Latina, which will break 1st October during the X Factor. The campaign aims to celebrate the unique role Twinings can play in women’s daily lives.

Women juggle a multitude of roles daily such as mother, wife, worker, daughter, sister and friend, but if these take over, there is a danger they are left not really sure where their roles end and they themselves begin. Therefore, they need moments in their day that re-connect them to their self. Whatever you need to rebalance yourself, Twinings have a tea that can ‘Get you back to you’.

The TV execution focuses on the emotional journey of a woman as she navigates challenging times on a stormy sea, but is then brought back to herself and restored with Twinings. The ads, created by Psyop in LA, have a beautifully animated style that is delicate and distinctive. The Calling’s ‘Wherever you will go’ has been covered by Charlene Soraia, an up and coming singer songwriter from London, to create an emotive and uplifting musical accompaniment to the film.

Beyond TV, Twinings hopes to inspire women, no matter how busy they are, to take 10 quality minutes every day to focus on themselves and reconnect. ‘Take 10 with Twinings…’ encourages women to take an achievable 10 minutes daily to do something for themselves - such as having a cup of tea, gardening, listening to music or reading a book which has been proven to help you reconnect with yourself. If you log on to www.twinings.co.uk, the Refresh, Recharge and Relax hubs feature real life anecdotes, additional tips on how to create the perfect cup of tea, suggestions on different ways women can ‘Take 10’ every day and the opportunity to request your own Twinings tea samples to enjoy alongside your quality 10 minutes each day.

Twinings has also teamed up with Red and Psychologies magazines to run features on ‘Taking 10’ led by some brand spokespeople such as Andy Puddicombe, founder of wellbeing foundation, Headspace.