Celestial Seasonings' most famous tea, Sleepytime Bear, celebrated its 50th birthday. To celebrate the occasion, he's waking up and discovering the world around him. It's a lot different than 1971 - times have changed.

My copywriter partner and I came up with this idea to bring SleepyTime Bear to life, and they use him all over social today.

ONLINE VIDEO

Creative Directors: Jeff Kopay, Pete Johnson

Copywriter: Tanner Manscill

Art Directors: Cole Davis

Agency: Deutsch NY