Tea Time, Peace Time: Campaign From LOLA MullenLowe Madrid

 

Tomas Ostiglia

Executive Creative Director — LOLA MullenLowe Madrid

 

Tell us about your role in the creation of this work.

I am the creative director, the original idea is from my amazing team André Toledo and Diego Limberti.

Give us an overview of the campaign, what is it about?

The campaign is about living in harmony despite our differences. Especially in a world that seems to be more and more divided each day.

Tell us about the creative brief, what did it ask?

They asked us for a campaign to support Peace One Day to celebrate international peace day and reflect the values of the brand.

Which insight led to the creation of this piece of work?

The product itself gave us the insight, tea is a conduit to peace. Sharing a cup of tea is relaxing, it a reflective moment and something that can be shared.

Can you share with us alternative ideas (if any) for this campaign? Why was this idea chosen?  

We had another good idea that was to collect shattered pieces of teacups found in war zones and piece them together to créate a tea cup for peace, but we discovered that something very similar had already been done.

How did the client initially react to this idea?

They loved it. They are very faithful to their brand philosophy and this idea helps to continue building their brand in the right direction.

Talk about the greatest challenge that you and your team faced during development.

Our greatest challenge was the casting. Everyone in the film is off the Street, none of them are professional actors. We wanted to transmit reality and we did, but its always more difficult to work with people who are not professionals.

What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?

The overall sensation that we felt from doing this campaign what that our line of work matters and it gives a purpose to our profession.

Where do you see this campaign going in the future?  

Advertising is ephemeral, but this kind of idea will remain to show new generations of ad people how different storied can be told.

Did the work receive negative/positive feedback? What was it?

It was very well received, fortunately. Hopefully it inspired someone, somewhere to sit down and have a cup of tea with someone who thinks differently from them. The world would be a better place if more people did.