The sponsorship consists of 15 second and 30 second promotional spots, opening and closing billboards and variant specific stings which highlight the new variants: Chai Spice, Grapefruit & Lavendar, Green Tea Lemon & Lime and Green Tea & Jasmine.
Senior brand manager at Five Roses, Debbie Shepard comments that the sponsorship aims to drive awareness of the speciality range and to educate consumers on the variants. Thus, the core concept of the adverts is “teas from around the world”, looking at the origins of each of the four teas, using illustrations of the different destinations and an animatic style. To achieve this and bring the images to life, the tea brand's ATL agency FoxP2 teamed up with Masters and Savant Worldwide.
Says FoxP2 creative Andrew Whitehouse, “The concept was to illustrate how the Five Roses tea brand has searched the globe to bring the best flavours of tea to the consumer. For this we turned to our partner suppliers Masters & Savant Worldwide to animate illustrations and integrate them through the use of the signature red Five Roses rose petals.”
Masters & Savant Worldwide Cape Town creative director, Reto Reolon, says, "The ... petals act as a curtain and common device, gently revealing and containing different exotic scenes from around the world. The petals interact with the scenes too, with the animation style of each of the scenes being very simple.... The gentle marionette-like animation on the characters leverages the magic of the illustrative style."
"The end product is a commercial that ... integrates artistic 2D illustrations with photorealistic 3D animations, captivating the audience and introducing the new product range in an exciting way, while remaining true to the brand," concludes Reolon.
