Step away from your screens and get outside. Lipton’s 2021-2022, Share Some Sunshine campaign encourages people to step outside, enjoy the sun and spend quality time with your mates. A key message coming out of the 2020-21 Covid pandemic.
The Brief: Adapt the new TVC adverts for social media purposes, targeting a Gen Z audience. How can Lipton best reach a newer audience that doesn’t watch TV?
Execution: Understanding that Gen Z was our targeted audience, a generation known to not watch as much TV compared to the others, we decided to repurpose the TVC adverts for social media with a time length of 3 or 6 seconds. This meant we really had to land the message straight away.
One of the starting points for this campaign is understanding that Lipton Ice teas has many flavours. Individual markets or countries have their own key flavours. Peach Ice Tea is a big seller in France and would be our key market working on this brief.
Early in the process we understood the areas of exploration. Taste is a key favour into why we buy a product to drink. How can we land this message instantly in 3 seconds? Are there any key moments or shots from the advert we could use to get this message across?
Here’s the results…
Flavour and permissibility is another angle we tried to explore and here’s the results.
In our experiment, we tested the idea of using one shot to land the message, we all felt the drinking shot was the key on to drive with. This gave me the opportunity to animate the custom Lipton font to give a refreshment/enjoyment cue to the cinemagraph and play around with the footage.
Movement, text animation and the peach rotation animation brought of excitement to the video, combined with pick-up bottle shot, this became our best performing video, when we end into testing.
When we went into testing phase we soon understood that a drinking shot/ clear product shots were a clear winner with our target audience. Adding an “Aahhh” text animation also made the video unique. Both drinking shots and the text animations were great cue for refreshment and enjoyment.
While we were still building our learnings, we soon realised what assets worked best for instagram in-feed and what worked best for stories. Cinemagraphs or asset that focused on just one shot did well in testing.
Client: Lipton Ice Tea / Pepsi Lipton
Project Scope: Social media, Editing, Motion Graphics, Graphic design
2021-2022