Lipton Tea Campaign
CLIENT: UNILEVER, LIPTON TEA
This project was a group initiative as an entry for the D&AD Student Awards in 2013. The design brief was to create a positive social or environmental impact utilising the power of the Unilever brand - "Health and wellbeing". The approach taken was that of an integrated advertising campaign and the client we chose within the brand was Lipton Tea.
We observed that happiness is the key to a stress – free life. It is an emotion that releases endorphins, which allows a person to be less stressed and healthier. The main focus of this campaign was to convince people to take time out to have some fun!
Take a little time out.
The first platform of the campaign is an adshel depicting a man sitting in his office with his legs up on his table. It was executed by manually creating the image using tealeaves. The tagline is ‘Sometimes all you need is to take a little time out’. Through this, we spread the message that people must take time off their hectic schedules to relax their mind and their body.
The second platform is a series of Print Ads with a similar art direction that were produced to illustrate Lipton’s advice to their consumers on how to take time out ‘Lipton Style!’ The ads depict different people with quirky and fun expressions. When the consumers scan the QR code given at the bottom of the adshel and print ads, it will link them to the third platform - Lipton’s Facebook page.
The Facebook page encourages consumers to post photographs of themselves having fun during or after drinking Lipton Tea. The 50 most liked photographs will then be printed on the tags of teabags and introduced into the market as a limited edition package. In addition to this, the winners will be provided with a free Lipton package personalized according to the photograph they sent in.