Heaven & Earth // Tradition With A Twist
Tea has had a long history in Asian cultures. And today, the beverage still holds a special place in our hearts. In fact, it is more than just a drink – it’s a social adhesive. However, the image of tea still occupies two distinct worlds.
The traditional way of drinking tea, which is seen as formal, quiet, reserved, and even old-fashioned. And then we have the world of Ready-To-Drink tea, which represents bold flavours, modern convenience, and a vibrant, on-the-go lifestyle. Heaven and Earth represents a bridge between these two worlds. Combining the finest tea leaves with fresh, natural flavours, it is a perfect fusion of the traditional and the modern.
Dance is a staple across many cultures. It offers a universal language to help weave a visual story with broad appeal. In our commercial, we will use dance to symbolise the fusion of the traditional and the modern.
The intrinsic qualities of Heaven and Earth – our distinctive ingredients and flavours – will be woven naturally through the spot. They are presented in a very dynamic, rhythmic way: they are as much a part of the dance as the dancers themselves. The result is a vibrant fusion of styles, and a feast for the senses. Combined with bold graphics and music video-like editing, the spot will emphatically deliver the spirit of fusion that Heaven and Earth embodies.
