Problem
Legacy tea brands sell heritage to a generation facing a profound loneliness crisis. Today, a massive percentage of tea is consumed completely alone. The beverage of gathering has become a symbol of isolation.
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Campaign Development / Touchpoints
Can a cup of tea make a stranger feel less alone?
TWININGS x LONELINESS
A campaign concept where Twinings becomes a ritual for connection through gameplay and conversation-led experiences.
Insight
Real connection rarely starts with a heavy conversation, it starts with a shared pause. Tea naturally enforces a slow, low-pressure ritual. It speaks a language of cosiness and calm that makes people feel safe enough to open up.
Solution
The strategy repositioned Twinings from a product to a host. The experience launched within an immersive Minecraft world where players had to team up and communicate to progress. This digital collaboration then bridged into the real world through physical touchpoints: direct-mail invitations, pop-up community spaces, and tea tags printed with conversation starters.
Outcome
A socially perceptive campaign that successfully merged virtual gameplay with physical interaction. It proved that a legacy brand can make a genuine impact on social issues, far beyond its core product.
Developed as a collaborative group project for the Brand Worldbuilding module at University of Greenwich.
Developed as a collaborative group project for the Brand Worldbuilding module at University of Greenwich.
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