Lipton | Chinese New Year Campaign | China

According to DDB China, the creative agency behind the campaign, the holiday season contributes 30 per cent to the total milk tea business. In six weeks time, people are encouraged to visit the Lipton campaign site through QQ. Digital agency AKQA Shanghai has designed interactive components for visitors to send a digital greeting to their friends.

Visitors can input their personal greetings and see the message transformed into the steam from a Lipton mug. The mug is then delivered to a virtual doorstep and waits to be picked up. Recipients of the message can blow into the computer microphone or right-click on the computer mouse to see the message.

There are also three short films to choose from. The characters will congregate in a virtual home and make a New Year's greeting. The sender can upload his or her headshot photos which will be pasted into the character. The sender will then sing and dance in the greeting message.

Visitors can accumulate points with every successful message sent to their friends. The person with the most points at the end of the campaign will win an iPhone. The site has already registered 7.2 million people.





Credits:
Project Chinese New Year Campaign
Client Unilever
Creative agency DDB China
Executive creative director Michael Dee
Creative director Barry Low
Copywriter Jason Jin
Account servicing Margaret Wu, Rae Shen, Nana Li
Senior producer George Ooi
Director Huang Wei Ming
Production company InShow
Post-production company Fly Cool
Digital agency AKQA Shanghai
Executive creative director Johan Vakidis
Copywriter Vincent Qin
Art director Benjamin Guan
Designer Eyrie Yang
Producer Joe Cai
Motion Kim Jerbo
Creative development Shrek Wang, Chunning
Account servicing Bob Lv, Chanel Xu
Exposure Television, online, in-store