Cannes Lions

Leaving Speech

HUNGRY MAN, London / YORKSHIRE TEA / 2023

Film
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Overview

Entries

Credits

Overview

Background

Situation:

The brand platform ‘Where Everything’s Done Proper’ has helped Yorkshire Tea truly find its voice. It binds everything from product launches and sustainability comms, to reactive activity and sub brand campaigns.

Brief:

No matter how menial the task, Yorkshire Tea insist on doing it ‘proper’. So, when it comes to saying a few words about Tina from Accounts on her last day, who else could deliver a heartfelt and passionate speech recited with utter conviction than Yorkshire legend Sir Patrick Stewart himself.

Objectives:

To build on the hugely successful ‘Where Everything’s Done Proper’ brand ethos. The brand platform helped drive Yorkshire Tea to become the number one black tea brand by value and volume in the UK. In 2017 Yorkshire Tea held 21% value share, today it stands at 34%

Execution

It's a rarity to find a collection of actors who so perfectly ground the absurdity of the story while still having their own unique characteristics and lovable charm. Sir Patrick Stewart delivered a beautiful impassioned speech, but the cutaways to the other actors in the room is what solidified that comedic tone. Every beautifully subtle reaction was essential to making Sir Patrick's speech both heart-warming and hilarious.

As a Yorkshireman who takes Yorkshire Tea with him wherever he goes, Sir Patrick Stewart was the perfect casting for this role. The cast was made up of all ages, and all departments. From office to factory floor, it had to be a good turn out for Tina’s send off.

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