the CHALLENGE

Unilever was determined to make Lyons great again. As big believers in Brand Purpose, they believed LYONS purpose should centre on facilitating Talk and Communication. The question was how.

THE SOLUTION

From whiskeys to biscuits, lots of brands have shown talk as an almost incidental effect of their product. We wanted to push it to extremes and claim ownership of talk, period. The solution?  A Hollywood style 'What If' idea. What if...we created a world where Lyons actually put talk into tea during production. We went to extremes in execution too, creating a whole brand world from scratch.

THE RESULTS

The multi-awarded campaign  shot became an Irish institution, quoted by Michael O'Leary to berate  ministers, by tv sports commentators taunting rival teams to 'put on more Russians' or in 1,000 pubs . It became a case study within Unilever Global of what a Big Idea is, and was remade for Unilever tea brands all over the world, from South America to Australia, as you can see below.

Agency: ROTHCO Production Company: H2 Films Director: Stephen St Leger DoP: James Mather Service production company: PSB Films Producer: Lena Yuzik

The original Lyons film

We are a group of digital artists, art directors, illustrators, writers and producers. We are a team that enjoys the challenge of working on the basis of an idea, a story, an aesthetic. We are storytellers. Let’s tell something together. Detuco 2014 info@detuco.com www.detuco.com

The films remade for Te Club South America