With a brew enjoyed by as many different people as Yorkshire Gold, how do you decide who should be the lead in your advertising campaign? Yorkshire Gold wanted it to be people who were as passionate about their cups of tea as the team from Harrogate were.
We partnered with ad agency BMB to deliver on this brief. We started by deciding to create one of the most ambitious casting calls in the history of British advertising. Hundreds of people from all walks of life turned up, telling us all about why they were the most passionate tea drinkers in Britain. The casting was so overwhelmingly brilliant we decided to turn that into the teaser for the main campaign…
Once we had decided on our real life tea drinking heroes, world famous fashion photographer Douglas Friedman was invited in to the studio to capture their images and give the campaign the same sense of excitement and drama you get from pouring a cup of their favourite tea.
We captured short vignettes with each of the characters, and the video content was posted on social media and used as out of home ads across the country. We used a super slow motion camera to add the extra layer of drama, whilst capturing each character in their own costumes representing their real life day jobs (including a farmer holding a real life chicken!)