The interactive phase of NESTEA’s ‘The Start Of Something Different’ campaign launches globally this week.  The new work continues to position the NESTEA brand and its unique, refreshing blend of tea and fruit flavours as a catalyst for the start of new, unexpected and exciting possibilities.  This includes a new global website, the first phase of which launches in Canada first, at www.mynestea.ca, created by W+K and Amautalab. The global site will act as a central hub of information which will be localised for each NESTEA market.  It will tell the story of the brand and offers information about all NESTEA products – as well as housing the appropriate current campaign for its local market.  
 
We have also developed the ‘Start-O-Matic’ Facebook application in co-operation with the NESTEA brand team and other external partners. The app continues to play on the idea of NESTEA empowering consumers to embrace something new.  Whether it be learning to scuba dive, taking a photography course or learning to fly a plane, the Start-O-Matic provides the means for people to quickly and easily generate a film made up of video, photographs or written messages, that will live on the profile page of the friend they are hoping to galvanise into action and go after their dreams.  The films can be customised from one of four ‘themes’ – including ‘TV Show Starring You and Your Friends’, ‘Dance In The Sky’, ‘Anything Is Possible’ and ‘Kickstart’ – another playful element to help motivate people to take initiative, and take action. 

 
 
W+K Interactive Creative Director Andy Cameron said, ‘We don’t just want to tell people how exciting it can be to make a fresh start; we want to inspire them to get on and do it for themselves. The Start-O-Matic Facebook app offers people a way to use social networks to playfully suggest their friends start something different. Ultimately it’s about the awesome power of integrating great storytelling with compelling social and interactive engagements in new ways.’