Creative Communications Agency Igloo Tackles The Pains Of Micro Aggression With Provocative Slam Poetry Video & PR Campaign with T2 Client
SYDNEY, 22 August 2020 — Creative Communications Agency Igloo is thrilled to announce the nomination for the AMI Awards for Marketing Excellence 2020 – Content Marketing (NSW) delivered for Australia’s premium tea brand, T2. The campaign – “Verse of Tea” – aims to shine a light on unconscious bias and micro aggression, that continues unabated in Australia and across the globe. Igloo is the sister agency to 6AM.
The content-led creative campaign launched across broadcast, digital, social and PR at the beginning of the COVID-19 pandemic, bringing to life the complex challenges facing Australians across gender, age, race and culture, and the often painful impact of everyday micro-aggression across our society.
“At T2 we live and breathe diversity in action. Since the launch of T2 in 1996, we have created hundreds of diverse and beautiful blends of tea sourced from communities around the world. It not only makes us more interesting, but also reflects the diversity of our own business and Australia’s multi-cultural society,” says Amy Smith, Global Brand Director of T2.
“The Verse of Tea” campaign challenges us to take the time to dig a little deeper and be more self-aware of how we interact with others, in a world full of challenges. During the process of bringing the T2 purpose to life through this creative campaign, created prior to the onset of COVID-19, we learned that we can all uncover unexpected and profound connections with each other and sensitivities we likely were not even aware of, which take our connections far beyond the superficial, and enable us to celebrate difference to make a difference,” said Smith.
“Now more than ever, understanding, tolerance and connection is paramount as people and planet face the biggest challenge in modern day history, navigating the ravages of COVID-19.”
Igloo Founder and Director Gillian Fish said the agency was honoured to bring the distinct flavour of T2’s purpose to life through this creatively-led campaign.
“The team’s task was to bring T2’s purpose to life in a brave way that would get people talking, drive engagement and, importantly, behaviour change. One cannot escape the raw, harsh reality of the talents’ daily life experiences, which were eye openers and which touched all our hearts, adding a special layer to delivering the work,” said Fish.
Viewers are invited to discover the human experience and the effects of micro ignorance through the slam poets and their powerful prose, each inspired by socially significant aspects in their lives like sexuality, mental illness and ageism. The content encourages viewers to try and understand how these experiences make others feel, and in doing so, to acknowledge their role by taking action against micro ignorance.
Seed Advertising Director, Angela Feruglio, says of the nomination “We are thrilled to be part of this nomination, helping bring such an important issue to life which causes immense emotional pain for millions of Australians, through the smart use of media partnerships and paid amplification in what was one of the most challenging periods in global history, with the world about to go into lockdown”.
The campaign appeared across national broadcast, Digital, PR and Social.
Global Brand Director – Amy Smith
Head of Marketing – Ingrid Kelly
Social Media Manager – Celia Murray
Integrated Creative Agency – Igloo
Managing Director – Gillian Fish
Account Director – Merissa Lennon
Strategist – Ryan Sproull
Concept & Creative Direction – Chris Scott
Production Company – Versus
Production – Matt Barber
Media Agency – Seed Advertising
Managing Director – Angela Feruglio
Slam Poets – Eunice Andrada, Anisa Nandaula, Jesse Oliver and Emilie Collyer