Responses by Tomás Ostiglia, global creative director and André Toledo, creative supervisor, LOLA MullenLowe
Background: Brooke Bond, a brand name of tea owned by Unilever that supports the nonprofit organization Peace One Day, asked us to create a spot for the International Day of Peace that generated awareness and reflection at a time when the world is so divided and confrontational.
Reasoning: For hundreds of years, tea has been a catalyst for people of all backgrounds to relax, connect and find common ground. We decided to reflect this insight in the magical setting of teacups, where at first the people seem to have no shared interests, but end up finding something special in their mutual joy.
Challenges: The challenge was to differentiate Brooke Bond from the several other brands that talk about the conflicts that exist in the world today. We did that by simply showing the human side of people from a fresh and relevant angle.
Time constraints: When we first got the brief, we felt like we had plenty of time, but as the deadline loomed, we had to make a lot of fast decisions. We also wanted to shoot at night so the spot would have a more surreal feeling to it, but summers in Spain only have about seven hours of nighttime, so we had to shoot quickly.
Visual influences: Our main references were dream sequences from different films and we wanted the spot to be as cinematic and rich as possible.
Specific demands: We decided to work with real people and not with actors, which gave us a lot of authenticity, naturalness and credibility in the spot. However, it was also a challenge not knowing how the couples would work together during the shoot.