The #PassTheSunshine campaign by Lipton Ice Tea features Australia’s biggest creator talents on a full-motion digital billboard on Melbourne’s Bourke Street.
In partnership with Billion Dollar Baby, a global influencer agency, the campaign will run in three stages over 14 days and will feature an original song by Matt Storer, a TikToker known for his comedic parodies and musical skits.
Inspired by research that kindness to strangers is good for mental health, Lipton Ice Tea hopes to create a talking point with the campaign and promote positive brand sentiment through collaborating with established creators, with a predicted 40 million organic impressions.
April Adams-Redmond, Global Chief Marketing Officer of Pepsi Lipton, said: “At Lipton Ice Tea we believe that happiness can be found in small, everyday moments in life. 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. We are proud to launch our biggest ever creator campaign in Australia, on the nation’s largest digital billboard, and with no other than some of the country’s most popular and creative influencers to spread the sunshine?”
On the billboard, Storer is accompanied by other influencer guests, 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.
“I like to think I could write a catchy tune about anything, but didn’t quite expect to be writing one about Ice Tea. It was a unique and rewarding challenge, and I think we nailed exactly what we were aiming for. It’s still happily stuck in my head, and I had to listen to it more than anyone else, so that’s saying something,” said Storer.
Along with the billboard presence, a social media activation is live for the duration of the campaign giving audiences a chance to create their own interpretation of Storer’s song, with the opportunity to feature on the billboard if successful.
To wrap up the campaign, an in-person pop-up will take over the Bourke Street Mall billboard location on 22 and 23 February, where the public will be offered free samples of Lipton Ice Tea’s sugar-free range and will have the opportunity to film with a production crew from 8.30 am – 3.30 pm daily.
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