Lipton Ice Tea - No Sugar, Melbourne station takeover

A fabulous Out of Home (OoH) campaign as we let the people of Australia discover the No sugar range of Lipton Ice tea. We took over Melbourne train and Bus station in January 2023 as Australia ramp up their summer campaign.

Flavours and Messaging

We started the campaign with only using two core flavours - No Sugar Peach and No Sugar Lemon. We then decided the core messages we wanted to get across to the Australian audience.

1. No Sugar, 2. Real Tea leaves and 3.deliciously refreshing.

One thing that sprung to mind in the process was thinking about commuter. If they were in a rush, would they know what brand was advertising to them. So as a solution we decided to add the Lipton logo on all graphics.

You’ve now arrived

Everywhere you turn there was some form of advertising from Lipton Ice Tea, In the Bus and Train Station and at multiple entrances. We delivered over 100 Print files for multiple placements. As part of this campaign Lipton Ice Tea Australia saw a 30% uplift in sales.

Delivery

Lift well Light box, Shaft Decal, Wall Glass Graphics, Floor Decal, Stair Risers, Double Sided Hanging Banners, Light box, Light Shaft box, Platform Glass Barriers, Main Entrance signage.

With the successful launch in 2020, Lipton Taiwan knew they had a winner on for their premium milk tea range. Now jumping in to 2023, aimed at older demographic, this relaunch of milk tea is for those who love the combination of New Zealand sourced milk and a beautiful blend of black tea.

Why not both?

We developed short form :03s videos to promote the new launch of the product, targeting facebook and instagram users. We find ourselves following a Actor or should I say Singer who can’t choose what path to take. So why not Both? Just like the mix of Black tea and Milk.

The journey…

We toyed around with focusing on the tea leaves as a link between the product and the actor/campaign. Adding motion to his signature and the hand writing font to add a personal touch to the videos.

The original advert

Based on the original advert we optimised our short form video and YouTube Bumpers.

Share Some Sunshine

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

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.

The Product and market

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.

Developing the social adverts

Taste

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…

Green no sugar

Flavour and permissibility is another angle we tried to explore and here’s the results.

Reinventing Cinemagraphs

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.

Putting it all together

BT21 - Be Together

One of the most important things is life is friendship and togetherness. This is a value that Lipton Ice Tea/Taiwan hold strong too. This lead to an exciting collaborations with BT21(from The K-Pop group BTS) and launching limited editions back.

I developed :06s and :12s YouTube Bumpers to promote this spectacular collaboration. It was important to us to adapt the milk tea campaign to the current Lipton ice tea look and feel. The bottles are positioned in a top down view.

Storyboards

As part of the development for this campaign I created :06s and :12s storyboards for the bumpers. One challenge I found in the process was having to find a way for all characters to appear on screen at the same time, meaning no individual character could have the spotlight at any moment in the adverts.

Close out together

The final bumpers x2 :06s Bumpers and a :12s version. A fun collaboration between BT21 and Lipton Taiwan.

Round and Round

Working closely with singer/songwriter Zoé Collins (a British Nigerian artist) this was our 4th time working together on a single cover - Round and Round. This song explore the awful talking stage and going through the motions with a guy.

And here we go…

The cover represents the conversations we have through messages and the day and night cycle always repeating itself. I wanted the lyrics to feeling represented on the cover visually as well as verbally.

Development situation…

Original sketch, very important to set the tone of what i’d like the cover to look like. Highlighting the right side being light and left being the darker side. Fun fact: the final colour scheme was actually my original idea but changed it to a darker colour scheme (see below) before changing it back to the original.

Salutations

Working closely with singer/songwriter Zoé Collins (a British Nigerian artist) this was our 3rd time working together on a single cover - Salutations. A song to welcome the new year and a new start. A soft sounding song that celebrates the joyful moments to come ahead of us.

Single cover

The New year is such a pivotal time for many people, we look at it as an introduction to what’s to come. Many exciting opportunities and memories to happen. This inspired my approach to the cover. Walking into a positive atmosphere from the perspective of you, the listener. A time of celebration and friendship.

Illustration development

There were two important aspects to the cover, the foreground and then putting the background together. The hand opening the curtains is the starting point, the opening, entering into a positive situation.

Living in our 20s

Living in our 20s is a podcast series started by Jessica Mensah, interviewing young adults from 20-29 exploring life, career, success and failures. A chilled out conversation for young people to hear about everyday people.

Execution: Create a Podcast cover and logo design for the launch of Living in our 20s.

Podcast Cover & Logo

At first we found ourselves a challenge. The client wanted the hand/peace symbol as the logo, but wanted it illustrated. A logo that could be placed anywhere, web, print, social media. We soon found that this may not work well, so we changed the approach. Why don’t we separate the two, A logo type that could be placed anywhere and an illustrated hand that will be used for the podcast cover and YouTube header.

Just for fun…

This was a great opportunity to turn the logo into a motion design. Something I passed onto the clients to use for her podcast launch.

illustration development

Boss Stage

What happens when you finally beat the level you’ve been grinding for hours? The Boss Stage! A blog dedicated towards gaming, movies, and everything in between.

Execution: Create a logo that identity more with the villain character, ”The boss”, but with a more friendly approach, a cheeky smile, VR Goggles, a design that could stand out from gaming channels. A colour scheme that screams challenger approaching using “warning” colours and draws your attention. Develop the social media concept, brand tagline and e-sports concept.

Social media concept

Using the brand colours I developed some social media concepts, ranging from the brand tagline, review concepts, engaging post and event concepts.

Category illustrations

Eventim is well known for selling tickets for events. 1000s of shows are put on every month, each unique to a genre and category. The real struggle for customers is digging through a site trying to find what they might want to watch.

Execution: Develop unique illustrations for landing pages, pages that customer can visit and see all their favourite shows in one place. Make each category feel like it’s own.

Category illustration

Starting off with the 4 genres that Eventim are well known for selling tickets for. Rock & Pop, Theatre, Comedy and followed by Alternative & Indie music.

Leaderboard & Wallpaper

To build awareness of the newly developed pages I created marketing assets, leaderboards & wallpaper wraps, placed across the eventim homepage.

Men's mental health awareness

mentality is the UK’s newest Lifestyle and self development platform for Men! In 2017 we launched mentality, a social platform and event to get men together to talk everything mental health, well-being and lifestyle.

Execution: Working with a newly formed team, we organised a photoshoot, from there we build the messaging we wanted to get across to our network on social media. Social post and flyer to market the event.

Logo development

First approach to the project was to develop a logo, one that really highlighted who were targeting “Men” and the our mission to help support each others mindset “Mentality”. Colour was always important to really break down our message.

Social media Graphics

We built a campaign to explore the generational issues men face, creating content to encourage men to be more vocal, speak and engage with each other. From there I developed flyers that we used to communicate with our network and build awareness of the event.

The Big World of Hair & Beauty

Hair n Beauty Directory is a London based social media account directing woman to hair stylist's, make-up artists and brow/nail technicians from all around the world. With the intention of connecting business owners to knew customers,

Execution: I developed a few illustration and the company logo to help bring the brands launch. Both logo and illustration targeted a female audience.

Live at Abbey Road

Launching the Ralph Lauren Spring/Summer 2014 fashion line, inspired by the UK 60’s era, Abbey Roads and the Beatles.

Execution: Develop Vinyl designs that will be passed out onto bloggers to create awareness of the new launch. I collaborated with Forward 3D to build the concept.

Vinyl covers

Digital screens

The design was flexible and used for Digital screens and instagram stories. Design can be seen at the eventim Apollo (Hammersmith, London).

Ticketing can be fun!

Eventim is always looking for opportunities to work with venues & events. The issue was that all ticketing company had the same approach and messaging.

Execution: Develop an illustration to highlight the fun side to the ticketing industry. Events are fun and the business side can be fun too. We wanted a design that represent diversity and all kinds of events.

Print version

We used the illustration to advertise in Music week magazine, a magazine well known in the music and entertainment industry.

Website

We used the design to launch our work with us landing page, highlighting eventim as a company and a unique way to communicate between business to business.

The Blank Canvas Podcast Cover

The Blank Canvas is a podcast hosted by creatives @minawest_ and @jennifer_noir who aren't afraid to be raw, honest and vulnerable. The Blank Canvas is a positive space to discuss various aspects of femininity. Execution: Develop a podcast cover that represents the host and there love for art and culture.