The idea behind this campaign is to illustrate a cup of tea’s restorative qualities.Sometimes people need a pick–me-up or sometimes something to relax them.With the use of metaphorical journeys we could show the emotional benefit of a good old cup of tea.In ‘Sea’ the woman goes from a stormy seas to a place of calm.In ‘Hill’ the woman finds her way out of the mist to clarity at the top of the hill.We wanted people to watch the ad and go on the emotional journey too and feel how a cup of tea can change your mood.People responded well to the ads, the music on Sea made it to number 3 on i-tunes and market share increased to its highest level ever.