We’re proud to announce our work for Lipton’s #BeAMaker campaign has been shortlisted for the following awards!
- 2017 EMEA SABRE Awards in the Global Programme category
- The Drum Marketing Awards 2017 in the Mobile Strategy or Campaign of the Year category
- PRWeek Global Awards 2017 in the Global Content category
#BeAMaker is an influencer-led, digital campaign which celebrates Lipton’s achievement of 100% Rainforest Alliance certifications by highlighting “the lives behind the leaves” – the positive impact Lipton has on their tea makers.
The campaign shows the universal nature of a ‘Be a Maker’ attitude, connecting Millennials around the world with a sustainability story via the lives of their Kenyan counterparts.
Lipton’s #BeAMaker took a content-led approach which was activated entirely on social without a TVC. This was the first time Lipton had ever committed to solely executing this approach. It was also the first Unilever campaign to be produced entirely in a mobile-first, vertical format – we took a risk shooting solely in portrait but felt this new format was the best reflection of the mobile-first viewing habits of millennials.
Crucially, it was the connection between Lipton’s tea “makers” in Kericho, Kenya and the Lipton tea drinkers around the world that centred the campaign, which had to be socially-led to reach and engage with millennials in the USA, Canada, Ireland, Netherlands and Sweden.
Lipton’s impact on tea ‘makers’ engaged the hearts and minds of millennials globally, delivering 83m video views (vs. 55m target), through viewability of 91% (vs. 66% industry standard).
Check it out here: https://www.youtube.com/watch?v=OduEgXxVcFU