Designed by Australian artist Margaret Hadfield.
The new Bushells pack is 'Your Come Back Cuppa' in a heritage-focused campaign via Think HQ.
The agency commissioned Australian artist Margaret Hadfield to capture the brand in an original landscape painting inspired by 1950s Bushells tea tins.
“Pulling into a rest stop during a long drive through the Australian landscape to be greeted with a warm cup of Bushells tea is deeply ingrained in many Australians’ collective memories,” Think HQ creative director Wellison D’Assuncao said.
“By anchoring the relaunch in this powerful legacy, and drawing inspiration from its heritage for the creative, we’re reminding Australians that Bushells is more than just tea - it’s a trusted part of the journey, past and present.”
Think HQ reimagined a kangaroo and kookaburra depicted on the historic tea tins as “Tin-fluencer” characters, Kooks and Rizzo.
The campaign is Think HQ’s first work for Bushells and launched recently across TV, OOH and socials.
We’re proud of our continued support and investment in an iconic brand for generations of Aussies, and genuinely excited to see Kooks and Rizzo bring Bushells to life with this latest campaign,” Lipton Teas and Infusions country head australia Robby Lowrey said.
“We love how the concept pays homage to the brand’s heritage - from our characters to our collaboration with Margaret Hadfield whose artistic style is so reflective of everything that Bushells represents.”
CREDITS
Client
Robby Lowrey - Country Head Lipton Teas and Infusions
Sarah Shen - Marketing Manager Lipton Teas and Infusions
Anna Kiernan - Brand Manager Lipton Teas and Infusions
Agency - Think HQ, Sydney
Jen Sharpe - Founder and Managing Director
Lorraine Jokovic - General Manager Sydney
Wellison D’Assuncao - Creative Director
Ben Ryan - Copywriter
Donna Kalish - Art Director
Natalie Rutkowska – Graduate Art Director
Phoebe Lim - Junior Designer
Waqas Tahir - Head of Strategy
Tina Paul - Account Director
Iria Bello - Account Executive
Blake Mason - Group Account Director PR
Evie McCullough - Senior Account Manager PR
Tom Hines - Account Director PR
Wayward Films - TV Production
Crux Media - Social Content
Artist - Margaret Hadfield
