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For the 2013 D&AD Awards Submission, the three of us chose to answer the Unilever (Lipton Tea) Brief. We did this by taking the approach of an in… Read More
For the 2013 D&AD Awards Submission, the three of us chose to answer the Unilever (Lipton Tea) Brief. We did this by taking the approach of an integrated campaign. It was executed by manually creating the images using tealeaves. Read Less
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For this year’s D&AD submission, we chose to answer the Unilever (Lipton Tea) brief.
The approach taken was that of an integrated advertising campaign.
 
We observed that happiness is the key to a happy, 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!

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
spreadthe message that people must take time off their hectic schedules and take a break
even if it is just for a few moments.

The second platform is a series of three 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 three different people with quirky and fun expressions. Consumers
will be required to scan the QR code given at the bottom of the adshel and Print Ads, which
will link them to the third platform-Lipton’s Facebook Page.
 
The Facebook Page encourages consumers to post photographs of themselves having fun
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 customized according to the photograph
they sent in. Our aim is to turn their stress into smiles and for those smiles to spread.
Hence, making the UK a happier place to be.
 
Adshel:
Adshel Enlarged:
Series of Print Ads:
Facebook Homepage:
Uploaded Photos:
Personalized Teatags:
Originally we had thought of incorporating a direct mailer which would serve as an invitation
to a tea teasting event.The direct mailer is a pouch that encompasses a tea bag and cordially invites the receiver to a tea tasting event that would take place in the Botanic Gardens in Singapore. The purpose of the tea bag inside was to give the consumer a taste of what to
expect at the event. 
However, we decided not to implement it in the final campaign.
Work in Progress: