Twinings In France
Brief 1 from D&AD’s New Blood Shift: Take a classic British brand and introduce it to a country of your choice. Insight No-one likes to be like their parents and food habits in France are changing. So let's challenge the coffee obsessed Parisians to turn to tea. Idea Positions Twinings to be able capture the millennials and early adopters and inspire a soft rebellion by breaking traditions and stamping their own personality on to Frances future. Execution Using "Trusted Values, New Possibilities" as a base by which to develop my idea, I have directly compared traditional and modern French culture to bridge the gap between the France of now and what might be.
To have maximum impact Twinings could play on the idea of a soft rebellion by taking Landmarks like the iconic Louvre and turning them into a multi-sensory experience/tea installation for the launch. This could be rolled out across landmarks across Paris.
These ominous explicitly tea related experiences could then lead up to "interventions" centred around other themes in which Twinings bridges the gap between traditional France and it's possibilities.
In another collision of styles, I've edited some Napoleonic era war paintings featuring French/British troops but flipped the rivalry into a gathering, presenting a new idea of what the Anglo-French relationship could be.
Acting as its own point of sale, the packaging when arranged correctly forms the French flag. This, along with the premium aesthetic immediately sets it apart from the other brands.