Lipton Green Tea campaign debuts with Pirates of the Caribbean

Along with the cinema ad, the campaign also includes a TVC, online and outdoor elements.

The TVC stars Asian actor Takeshi Kaneshiro wherein he takes a drink of Lipton Green Tea, the newest flavour in the company's ready-to-drink tea line, and is transported by its refreshing and authentic taste to West Lake in Hangzhou, a picturesque place known for its Longjing tea leaves.

DDB Shanghai described the campaign utilising an 'imaginary journey' as a key creative concept that incorporates elegant special effects to bring about a revitalising and stimulating tea effect experienced when drinking Lipton Green Tea.

The entire production of the campaign took the team across Tokyo, Bangkok and Sydney.  

“I’m confident that this campaign will bring about an eye-opening experience to the audience and to the competition as we continue to promote the brand communication idea via a first-class execution,” said Margaret Wu, director-in-charge of Lipton at DDB Shanghai.

Last year, the agency collaborated with Lipton to launch a campaign for the ready-to-drink Sri Lanka Black Tea, also starring Takeshi Kaneshiro.

“The competition in the ready-to-drink tea category in China is fierce. Not only is this campaign strategically sound, it is exceptional in execution. I’m sure it will set a new standard in the category,” said Kate Lee, Asia marketing director, Pepsi-Lipton-International. 

Credits:

Client  Pepsi-Lipton-International China
Agency  DDB Shanghai
Chief creative officer  Michael Dee
Director-in-charge  Margaret Wu
Production house  InShow
Post production house  Post Modern
Director  Masami Kamiyama
Photographer  Takaki Kumada