Lipton Ice Tea has launched its biggest ever creator-led campaign in Australia in partnership with global influencer agency, Billion Dollar Boy, to refresh Melburnians with some sunny and uplifting content.
The 14-day campaign features a diverse range of eleven of Australia’s biggest creator talents in a combined digital out-of-home (DOOH), social media and experiential activation to raise brand awareness and to encourage acts of kindness.
“At Lipton Ice Tea we believe that happiness can be found in small, everyday moments in life,” says April Adams-Redmond, Global Chief Marketing Officer of Pepsi Lipton.
“Lipton Ice Tea is all about being that perfect refreshment to uplift these moments, especially when enjoyed with others. The #PassTheSunshine message perfectly captures those moments of joy we’d love our consumers to share in and pass onto others.”
The campaign launched on February 15 with TikTok star Matt Storer performing an original song on Australia’s biggest full motion, high resolution digital billboard on Bourke Street.
Known for his comedic parodies and musical skits, Mr Storer appeared on the 28m tall billboard with a one-minute long original, bespoke campaign song, ‘Pass The Sunshine,’ with lyrics appearing as subtitles.
The advert encourages Melbourne – named the ‘friendliest city in the world’ – to perform random acts of kindness, with Storer passing a Lipton Ice Tea to other creators guest-appearing in the billboard – including: comedic social media personalities, Nathan Lust and Angelo Marasigan; best friends and mature creators, Ginger and Carman; differently-abled comedic creator, Jimmy Jan; and prominent children’s entertainer, Tsehay Hawkins. The song finishes with Storer offering a Lipton Ice Tea to passers by in a 3D effect.
The social media activation is live for the duration of the two-week campaign, replicating the DOOH advert on Lipton Ice Tea’s social channels.
Lipton Ice Tea is also hosting an in-person pop-up at the Bourke Street mall billboard location on 22nd and 23rd February. The visiting public will be offered free samples of Lipton Ice Tea ‘No Sugar’ and the opportunity to film with a production crew on-site from 8:30-15:30 AEDT to also be in with a chance of featuring on the nation’s largest digital billboard.