DDB Shanghai’s royal moments for Lipton

DDB Shanghai has completed the last of 3 campaigns in 2010 for Lipton China, having developed a cohesive effort that reinforces the brands international status as a world tea expert.These campaigns represent a milestone for Lipton as it continues to execute a more proactive and incisive brand development strategy in China, over a 12-month period, which took the DDB team to Thailand, Japan and Taiwan. All three campaigns for Lipton milk tea feature world-famous actor Takeshi Kaneshiro.

“Sunshine Steam” was launched recently in 22 cities throughout China, featuring steam as a pneumonic device to highlight the sunshine vitality proposition. “Royal Moment” will be launched this week in 3 cities featuring special effects that bring the premium milk teas’ premise of – giving yourself a royal moment – to life. Both campaigns feature Lipton’s new consistent branding managed by DDB Shanghai.

The campaigns, which star Takeshi as Lipton’s first A-list international celebrity endorser, highlight the nature of the brand’s status as a ‘world tea expert’ using travel, imagination and fantasy to conceptualize the key creative concept of transformation. The international aspect of the campaign was reinforced by the global expertise that contributed to the TVCs. Director Masami Kamiyama delivered cinematic craftsmanship to the campaign, along with print campaign photographer, Takaki Kumada (the current darling of the fashion industry in Japan).

The entire production was overseen by DDB China’s Chief Creative Officer Michael Dee, an award-winning figure in the industry with an international reputation for excellence. “This has been a very interesting and challenging journey,” commented Dee. “We are very pleased to be able to build a dazzling creative idea for the Lipton brand in China.”

Credits – CCO: Michael Dee. Producer: George Ooi. Director: Masami Kamiyama. Photographer: Takaki Kumada.Production House: InShow. Regional Account Director: Margaret Wu.