The integrated campaign, which will air on Channel 4 tonight, is part of a £10m marketing investment to be spread throughout 2015. It will be supported by digital, experiential, radio, PR and social media.
The ad was developed by the directors who made John Lewis’ Bare and the Hare animation. The creative shows a world made by paper tea bags with paper craft and stop motion techniques.
A woman is transported into the world when she drinks a cup of Twinings tea, bringing the animated world to life.
"Drink It All In’ aims to build on the success of Twinings’ previous above the line campaign ‘Gets You Back to You’ while delivering a different tone for the brand," said marketing director Heather Hartridge.
Twinings said the investment in the ad demonstrated its confidence in the category. It added the brand was outperforming the market with sales up 9.4% compared to market growth 0.4% in the four weeks to 17 January.