For years, Pure Leaf had been stuck showing workers in tea fields and tea masters in test kitchens, limiting themselves to an "uncompromising standards" ingredients story. The ingredient they were missing: any spark or emotional connection with consumers. So we found a way celebrate being uncompromising. In both tea and in life, "No’s is beautiful" is a pretty winning philosophy. One with a first-ever Effie to prove it. Here's the campaign case study.