ABOUT
2020. The year of indoors, face masks, air hugs, and endless bad news. Possibly the worst time ever for connecting with friends? So, for Summer 2021, Lipton decided to act. Their brief was to create an authentic and engaging seasonal campaign that positioned “Lipton Ice Tea” as a catalyst for connection between friends. Whilst driving commercial growth, the idea had to satisfy both virtual and in-person experiences as well as Lipton’s broader brand purpose to drive quality of connection.
Our smile is both unique and contagious (in the right way!). So, we set out to unlock its power to strengthen bonds between friends. Introducing the “Share a sunny smile” campaign.
We created a design system of illustrative smiles – expressed in a visually playful vibrant way – to live across an integrated cross-channel campaign for pack, POS, OOH, and social. We also designed over 120 different graphic smiles to appear on pack and on shelf, prompting consumers to “find your smile” or “grab a smile for your friends”.
The smiles didn’t stop there. By scanning a QR code on pack, consumers could unlock an immersive and interactive world of smile filters in Instagram and Snapchat. This experience leveraged the pack designs and enabled consumers to find and share their own unique Lipton Summer smile, as well as being invited to grab a friend to join them in shot and celebrate their smiles together.
The campaign’s performance proved the power of a smile between friends and family, by fuelling the highest market share result in more than 3 years. Something for everyone to smile about! It was so successful that the smiles expanded beyond the Summer right through into winter, with the release of the Lipton Winter Smiles Pack design and cross channel digital activation of filters and comms.
CREDITS
Arcade:
Alex Book - Co-Founder & Chief Strategy Officer at Arcade
Abbie Peach - Augmented Reality Developer
Zach Thompson-Howley 3D modelling, coding and learning
Simon Hobbs - Chief Design Officer
Olivia Hinkin - Project Manager at Arcade
Linda Rytterstig Client Business Director
Katy Gurney Client Director
Al Yuil Client Director
Alex Fagg-Woehlk Senior Client Manager
Alice DD Design Director
Chloe Templeman Creative Director
Will Bennett Senior Designer
Jake Maguire Designer
Rachel Barton Senior Brand Strategist
Will Rees Hooper Strategy Director
Ed Mitchell Group Brand Experience Director
Stuart Bolt Palmer Design Director
James Cooney Design Director
Lyndon Rutherford Senior Art Director
Emma Hannaway Junior Designer
Julia Thompson Production Project Director
Laura Wright Production Manager
MADEIT CREDITS
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LiptonClient
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Abbie PeachAugmented Reality Developer -
Al YuilClient Director -
AliceDesign Director -
Emma HannawayJunior Designer -
Jake MaguireDesigner -
Julia ThompsonProduction Project Director -
Olivia HinkinProject Manager -
Rachel BartonSenior Brand Strategist -
Zach Thompson-Howley3D modelling -
Design Bridge and Partners -
Simon HobbsCDO -
Alex BookChief Strategy Officer -
Chloe TemplemanCreative Director -
Will Rees-HooperStrategy Director -
Ed MitchellGroup Director Experience Design -
Lyndon RutherfordSenior Art Director -
Alex Fagg-WoehlkClient Services Manager -
Linda RytterstigClient Business Director -
Katy GurneyClient Director -
Will BennettSenior Designer -
James CooneyDesign Director -
Laura WrightHead of Production -
Stuart Bolt-palmerDesign Director
Design Bridge and Partners has been a Contributor since 25th November 2015.