Lipton Ice Tea and DDB Group Sydney have launched the ‘Lipton Ice Tea Jargon Junket’ summer activation.
Lipton Ice Tea is giving office workers the chance to exchange the soul-destroying corporate buzzwords they’re forced to endure at work into work-cleansing escapes.
Office workers will be able to use a custom built jargon scanner to collect buzzwords they have to read or listen to at work.
The tech developed by DDB Group will pick up some office favourites like “ping me”, “circle back”, “smarketing” and “fast-follow”, as well as more than 130 other shudder-worthy phrases.
Every buzzword collected will give Aussie workers a better chance to be sent on one of five work cleansing ‘Jargon Junkets’, based on some of Australia’s most hated examples.
Users will get the chance to “Touch base” with Yaks at the Mount Everest base camp, pick “Low hanging fruit” in the depths of the Daintree rainforest, get “Looped in” in a Mustang Fighter jet, “Move the needle” with a tattoo master in Tokyo, or get their Peking “Ducks in a row” at Flower Drum’s chef’s table in Melbourne.
Partnering with Good Oil director Madeleine Purdy, the launch film features a Lipton Ice Tea travel agent aptly named the “Jargon Junketeer”. The full campaign roll out will include social and BVOD.
DDB Sydney associate creative directors Tom Lawrence and Samuel Raftl said Lipton Ice Tea is in the mood transformation business.
"So when we found out that the recent increase in corporate jargon use in the workplace was sucking the life force from our workforce, we thought we should do something a little extra," Lawrence said.
DDB Sydney chief creative officer Matt Chandler said this idea is a genuine game changer, with the power to shift paradigms, amplify brand saliency.
Lipton Ice Tea marketing manager Kate Taylor said workplace jargon might be unavoidable, but that doesn’t mean a brand can’t have fun with it.
"The Jargon Junket is our invitation to Aussie workers to ditch the grind, embrace the joy of summer, and let Lipton Ice Tea take them on an escape like no other," Taylor said.
CREDITS
Client: Pepsi Lipton International (Lipton Ice Tea)
Creative Agency: DDB Group Sydney
Media Agency: Mindshare and Group M Creative Futures
Production Company: Good Oil
Music: Sonar Music
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