Yorkshire Tea has launched a new social content series inspired by health and safety videos of old.
Developed by Jaywing in partnership with Boxcat and Cassetteboy’s Them Apples, the shorts have been made to translate the brand’s “humour and tone” into content specifically for digital and social channels.
The comedy shorts reimagine the 90s workplace health and safety videos for “the nation’s most sacred ritual: making a brew”.
From the beige computers to the VHS style, the videos have been designed to tap into the “shared experience of workplace politics” with a spoof of an earnest health ad safety training video.
“We’ve all suffered through a truly awful cup of tea at work, and it’s time to take a stand,” said Tom Craik, Senior Digital Business Developer, at Taylors of Harrogate, who oversaw the process from initial briefing and strategic development through to production and delivery.
“With ‘Health and Safe Tea’ we’re taking that relatable workplace calamity and injecting our signature irreverent humour into it. This series is all about bringing the anarchic fun of our social channels to a bigger audience, all while reminding people just how vital a proper brew is.”
Health and Safe Tea is one of number of new strands exploring what “proper” really means in the world of tea, others will focus on “tea-torials”; an animated educational series that dives into how to make a proper cup of tea; and the details of types of tea.
“Yorkshire Tea have always been known for proper advertising and iconic humour. With this brief we really wanted to take that trademark humour and deliver something that could be truly enjoyed, and engaged with by their masses of social fans,” added Belen Wilson, Creative Director, at Jaywing.
“Health and Safe Tea’ is the culmination of Yorkshire Tea’s heritage in humour and quality, Jaywing’s digital and social-native creative approach, and Them Apples’ comedy vision.”
Them Apples was approached as comedy partners. The newly formed company was founded by mash-up specialist, Cassetteboy and BAFTA-winning TV writer Anthony MacMurray with creative consultation from David Schneider (The Day Today, I’m Alan Partridge).
Tom Hay from Leeds-based Box Cat helped shape the campaign and support Jaywing and Them Apple to develop the scripts.
“We have long wanted to take the Yorkshire Tea social tone of voice and put it at the heart of a really big social video idea. It was great to work with partners Them Apples and Jaywing, who got the joke and helped bring our ideas to life,” said Hay.
Yorkshire Tea employees worked as extras on the films.
It will launch across YouTube, Instagram, LinkedIn, Facebook and TikTok this month.
