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Tetley commissioned LEAP to produce the video content for a multichannel campaign featuring British four-time Olympic medallist Rebecca Adlington, OBE. This localised campaign to promote their Cold Infusions range in the UK would be modelled after a successful Canadian one which featured a Canadian Olympic swimmer.

There were tight delivery deadlines to enable the campaign to launch in springtime alongside the easing of lockdown restrictions. Nearly 40% of Tetley Cold Infusions are consumed when people are out and about, so the increase in activity outside the home would spark interest in the product category.

In addition to tight turnaround times, the UK production faced unique challenges. Six weeks prior to filming, Rebecca had given birth to her second child, a baby boy. To make life easier for the hero talent and her family, LEAP’s production team organised the shoot to take place at the Manchester Aquatics Centre which was closer to her home. This would enable her family to support her with on-set childcare and minimise disruption to the baby’s routine.

Another challenge for the production team was the need to quickly complete the filming and voiceover recordings to be able to return the Olympic training facilities to the British Paralympians who were preparing for the Summer Games in Tokyo. LEAP’s production team had gained extensive experience with Tetley and their product range on several previous campaigns, so they were in tune with the brand and could work efficiently to fulfil the client brief.

Once filming wrapped, LEAP’s London-based edit and VFX teams worked concurrently to complete the two films and a total of 18 versions. The VFX artists added colour flood effects to emphasise the moment when Rebecca takes a sip of her Tetley Cold Infusion drink. They also replaced sponsorship branding in the arena stands with Tetley logos. LEAP’s motion graphics team animated the various end tag lines to appear on screen in a similar way to the colourful reveal of the product’s flavour infusion in water.

Finally, LEAP’s traffic team took care of the clearance procedures and master file deliveries to the media agency and broadcasters for a successful launch of the Tetley Cold Infusions campaign across digital, VOD, social and influencer activities.