Honest Tea’s latest spot begins with a purchase in a typical grocery store. But that act cascades into a series of consequences that benefits people around the world in an animated journey that goes beyond the usual appeals to discerning consumers.
Sure, the organic fruit tastes good and requires less sugar, which means less sugar for kids and better health for buyers. But the peach orchard in Oregon doesn’t need chemical pesticides, and neither does the tea farm in Assam, India, where farmers paid Fair Trade premiums can build schools and hospitals.
The entire odyssey is portrayed using a wholesome, stop-motion aesthetic, created from natural ingredients like felt, paper, wool, cotton and wood. The 60-second spot from agency Partners & Spade is directed by Passion Animation Studios’ Mark Waring and Anna Mantzaris, both of whom worked on the Wes Anderson feature film “Isle of Dogs.”