Baja - Strong Tea

The Brief
Baja is a leading Saudi company that produces the finest nuts, coffee, teas and dried fruits of all kinds, baja wanted to launch a campaign that communicates in a local narrative the launch of the strong \\\\\\\"concentrated tea\\\\\\\".
The Challenge
For a new player to gain attention in the tea market in Saudi Arabia where both local and global brands enjoy a high level of loyalty from consumers as these brands have been in the market for 50 years
Our Way In
To Create communication that shifts the focus from the brand to the consumers
The Insight
For Saudi\\\\\\\'s heavy tea is connected to moments of hippieness
Our Solution
We created an insight driven film that puts the consumer in the heart of the story, the film is homage to those who celebrate concentrated tea and used a visual que that is deeply relevant to our consumers in a way that is never before used in a tea commercial in Saudi Arabia
Result
More than 10M Views of the film across platforms
103 x the Amount of engagement for similar posts on local competitors accounts