Dilmah Iced Tea taps into elephant conservation in new social media video via Digination

Creative agency Digination has brought a unique and heartfelt touch to Dilmah Iced Tea’s new summer campaign. While the full campaign is set to roll out soon, a new social film featuring Baby Dilmah is already gathering attention online.

The social campaign draws inspiration from the recent relocation of Burma, New Zealand’s last elephant, to Adelaide Zoo. Burma’s move, aimed at integrating her into a herd for better wellbeing, has been a significant event, with local communities and Auckland Zoo sharing updates on her journey.

Says Varoon Shenoy, creative director and strategist, Digination: “For the many who know, Burma, New Zealand’s last elephant moved to Adelaide to be part of a herd, as elephants thrive in such habitats. While that’s a great move, Burma has been missed. In local Facebook community groups people posted a step by step as Burma was moved from Auckland Zoo to the Airport, and the Zoo managers have kept the public informed about the successful transfer (including a cute video of Burma playing with ice while getting used to warmer weather in Australia).

“That’s where little ‘Baby Dilmah’ comes in. This little, 5 year old elephant was cruelly orphaned as a baby, to human-elephant conflict. Baby Dilmah was taken in by Dilmah conservation, who care for her at a transit home in Udawalawe, Sri Lanka. She even has a very popular social media handle (@babydilmah_elephantdiaries), where for the last five years she has enchanted audiences in the first person. And as a creative team, we saw a warm and authentic brand synergy.”

Check out the campaign’s first snippet on Instagram here.