Mood Tea - "Splash"

Dentsu Creative Sydney, Australia

Awards

369

This ad is part of the ACT Responsible Collection

Brand: Mood Tea
Country: Australia

Advertiser: Mood Tea

Title	Splash
Agency	Dentsu Creative
Campaign	Mood Tea Campaign
Advertiser	Mood Tea
Brand	Mood Tea
Date of First Broadcast/Publication	2023 / 8
Business Sector	Coffee, Tea, Chocolate Drinks, Breakfast Drinks
Story	It’s not every day you get to sell a not-for-profit using poo jokes, cold showers and a mounted panda head. But that’s what we did to sell Mood Tea - a social enterprise committed to fighting suicide and mental health issues amongst youth in Australia. Their brief to us was about as simple as could be: get noticed and sell more tea. But without much funding and in a very cluttered retail environment, we needed to break not-for-profit conventions. No violin music. No sad children. Instead we built our campaign off the insight that most people, no matter how good they are, wouldn’t just buy a product because it does good for the world. It had to be a good quality product too. With that in mind we launched a series of ads with a mean-spirited and detestable spokesperson. His message: he doesn’t drink the tea because it does good; he drinks it because it tastes good.
Media Type	Television
Length	30 seconds
General Manager	Rachel Troy
Marketing Manager	Kate Holland
Strategy Director	Tim Mottau
Creative Director	Chris Berents
Creative Director	Ant Hatton
Account Director	Josh Pelz
Producer	Tom Pearce
Media (Agency side)	Carat Intraprasit
Managing Director	Lauren Small
Audio	Rebecca Rumble
Chief Executive Officer (CEO)	Chris Freel
Chief Creative Officer	Mandie Van Der Merwe
Chief Creative Officer	Avish Gordhan
Strategist	Wil Koslowski
PR	Tiffany Simon
Account Executive	Emma Heazlett
Casting	McGregors Casting