Hero ad 2:
Friends playing truth or dare by the pool, resulting in a dare to perform the viral TikTok reverse pool jump challenge.
Hero ad 1:
A truth or dare game being played by spinning a Lipton bottle. The camera dynamically spins into the POV of the spinning bottle to capture the collective experience of friends playing together. The camera lands on the person the bottle lands on to ask them “Truth, or Dare?
Constructing our narrative
STORYBOARDING
Post-production graphics & motion design
Studying Gen Z’s visual culture alongside Lipton’s brand guidelines, allowed me to formulate a motion graphics treatment which felt both on-brand, culturally relevant to our target audience.
As spearhead of motion graphics design, I led execution and delivery of all post-production motion graphics for two main hero ads, forty-three social assets, and a TVC tag for both Portuguese and French markets.
DESIGN
Social edits
TVC tag
Social GIFs
The Brief:
Lipton Ice Tea challenged us to make them the go-to drinks brand for Gen Z through a campaign for their limited edition scannable bottle packs for summer, which led to a game of truth or dare with friends.
The brand had to have their boots on the ground in Gen Z territory,
meaning a social-first campaign solution.
The Deliverables: Paid social ads, Social cut-downs & GIFs, TV commercial, for French and Portuguese markets
The Approach:
To appeal to Gen Z’s innate desire for authentic connections, we ensured to champion Lipton’s brand values for collectiveness and sharing moments.
This resulted in a campaign concept centred around friends spending summer together, IRL, with the Truth or Dare game.
Hero ads:
What does Collectiveness mean to you?
Collaborating with real Gen Zers
Conscious of the social pressures around the Truth or Dare game model, we considered how we could reframe the game’s embarrassment-inflicting nature into a campaign narrative which better aligned with the audience’s standards for safe social spaces and authentic self expressions.
Therefore, we facilitated an Interdependence Expert workshop with real Gen Zers.
This aimed to hear from our audience themselves, as experts in forming authentic connections, on what would make an enjoyable Truth or Dare game for them, and what they expected out of today’s brands in order to truly connect with them.
This workshop gave us an empathetic understanding of what the target audience wanted:
Truth or Dare to be a safe space for connection, expression and fun.
Lipton as a brand, had to make this come alive to build a true affinity with them.
We asked them:
Who inspires you in collectiveness and well-being?
What is "Truth or Dare"?
How can collectiveness and well-being come into Truth or Dare?
Role: Motion Design, Graphic Design, Creative Strategy, Storyboarding
Tools: Adobe Illustrator, Adobe AfterEffects
Industry: FMCG, RTD, D2C
Lipton Ice Tea: Spill the Tea
About the Brand:
Lipton Ice Tea is a popular brand of sweetened, flavoured iced tea, backed by Lipton tea’s heritage and a Pepsi co. Partnership
Graphic Design
Taking Lipton and Truth or Dare to Gen Z's world
CREATIVE STRATEGY
As the generation that is both fresh out of and deep in adolescence, Gen Z greatly value their connections and social groups.
71%
feel like they can be their "true self" with their friends
36%
more likely to think they are pressured to be "perfect" on social media
13x
increase in searches for "group tattoos" and "dream vacations"
The impact
300,000+
users of the Truth or Dare game within the first 6 months of launch
Best performing digital campaign for limited edition products
ever in Lipton Ice Tea history!
Request for a
TV commercial
Lipton loved the work for this campaign so much, they requested an additional edit to replace their TV commercial in Portuguese and French markets