Great concept and clear message: Lipton tea helps you lose weight.
I’m not sure how many people would buy into this extreme concept however, as I’ve always heard about green tea’s ability to help you lose weight; but is this claim really based on tea’s ability to shed pounds, or the fact you’re swapping sugar laced cola for a steaming cup of hot “plant” flavored water?
Cynicism aside, the concept is good; it stops the viewer and makes them think – and the immediacy of the ad and the resulting communication is likely to stay with the viewer for some time to come.
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Client: Unilever / Lipton
Agency: JWT Shanghai
Creative Director: 劳双恩 / 黄蓝莹 / 林宜贞
Copywriter: 唐晗卿
Art Direction: 庄冰 / 陈融
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Great execution of a clear and relevant message. A sure winner in the category “the media becomes the message”.To be compared with the Gatorade campaign illustrating a failure in the same category.