Shanghai, November 21, 2011 DDB Shanghai launched Lipton China's "Golden Ratio" campaign
The company has been helping Lipton to become the world’s tea expert. The recent "Golden Ratio" campaign reveals story of the tea product simply and fascinating.
This time they aimed at leverage Lipton’s tea credential to build its milk tea business so they could differentiate in the me-too category. The idea is how to give the product story in an unique and impressive way that’s never-before-seen by the consumers.
The campaign this year features Takeshi Kaneshiro, who is Lipton’s ambassador for the last two years.
Airing Country : China
Production House : 24 Hours
Visual Effects : Digital Magic Group
The ads are simple and delightful, and still there is someting magical about whatever is happening on the screen.
As the Director of Lipton BD China Jane Huang said: "The entire ad is beautiful. In our business, authenticity and deliciousness are critical. DDB has done a superb job in raising the bar. Have you ever seen product demonstration this perfect?"
And in addition there are words of Michael Dee, Chief Creative Officer of DDB China: "This ad is a labor of love. In a 15-second ad, every frame is precious and, therefore, carefully designed. We wanted to have the most delicious product shot so we knew we wanted to shoot real tea and milk liquid. This entailed prop-building and countless testing". Credit:
Client: Lipton China
Agency: DDB Shanghai
Chief Creative Officer: Michael Dee
Producer: George Ooi
Director-In-Charge: Margaret Wu
Production House: China Film
Director: Masami Kamiyama