Content & Entertainment agency DRUM and PHD Australia have launched a campaign with Lipton Ice Tea, peeling back the dark clouds of La Nina to reveal the ‘Share Some Sunshine’ platform.
DRUM and PHD leveraged brand collaborations, cultural moments and strategic media placements to develop a multi-channel summer experience.
Tom Floyd, marketing manager at Pepsi Lipton said: “We know when people spend quality time together they’re happier than ever, so we’re always looking for new ways to help Aussies share some sunshine especially over summer. I’m excited to see the campaign take shape and bring some much-needed sip sized moments of joy across the country."
This is the first large-scale integrated campaign for DRUM since it’s official brand launch last year, with the agency continuing to grow rapidly in market as demand for strategic content and entertainment execution increases.
Joanne Liddell, national head of DRUM said: “DRUM’s mission is to help brands find their voice in culture and Lipton is a dream client when it comes to their appetite for creating innovative, creative and connected work. These initiatives not only embody that but also positions the brand as a leader in creating unforgettable experiences."
Ed Baker, Pared founder: “We were instantly inspired by the team from Lipton to highlight the Australian summer. The refreshing, cool vibe that Lipton represents aligns strongly with our Rise & Shine frames. We captured what Australian summer means to us, which ultimately is Sharing Some Sunshine!”
DRUM also utilised Rolling Stone Australia to ‘Share Some Sunshine’ with those in the city too, by hosting a 6-day summer pop-up at Darling Harbour, Sydney. ‘Share Some Sunshine’ was the ultimate (and free) destination to kick back with friends and enjoy Lipton No Sugar Ice Tea and Lipton cocktails, local food vendors, summer games and live twilight DJ sets.
The national campaign will be amplified through social influencers with innovative digital and impactful outdoor placements including a station domination and 3D billboard in Melbourne.
Credits:
Client: Lipton Ice Tea
Content & Entertainment Agency: DRUM Australia
Media agency: PHD Media
Joanne Liddell - National Head of DRUM
Erin Fletcher - Director of Entertainment Partnerships, DRUM
Avril O’Neill - Entertainment Partnerships Account Director, DRUM
Cheyne Cleaver - Entertainment Partnerships Account Manager, DRUM
Josh Tan - Director of Social & Innovation, DRUM
Sophie Keogh- Social & Innovation, Account Executive, DRUM
Ali Jones - Group Business Director, PHD
Punesh Han - Business Director, PHD
Adam Twamley - Planning Manager, PHD
Christine Chen - Investment Director, PHD
Eddie Clebsch - Investment Manager, PHD
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