DDB launches campaigns for Lipton starring Takeshi Kaneshiro in China

These campaigns represent a milestone for Lipton as it continues to execute a more proactive and incisive brand development strategy in China over a 12-month period, which took the production team to Thailand, Japan and Taiwan.

'Sunshine steam', released on 1 September, was launched in 22 cities throughout China, featuring steam as a pneumonic device to highlight the sunshine vitality proposition. 'Royal moment' will be launched on 15 September in three cities, featuring special effects that bring the premium milk tea's premise of 'giving yourself a royal moment' to life.

All three campaigns, which star Takeshi Kaneshiro as Lipton's first A-list international celebrity endorser, highlight the nature of the brand's status as a 'world tea expert', using travel, imagination and fantasy to conceptualise the key creative concept of 'transformation'.

The international aspect of the campaign was reinforced by the global expertise that contributed to the TVCs. Director Masami Kamiyama delivered cinematic craftsmanship to the campaign, along with print campaign photographer Takaki Kumada (the current darling of the fashion industry in Japan).

The entire production was overseen by DDB China's chief creative officer Michael Dee. "This has been a very interesting and challenging journey," said Michael Dee. "We are very pleased to be able to build a dazzling creative idea for the Lipton brand in China."

DDB Shanghai's relationship with Lipton China dates back to the tea label's first Chinese New Year campaign, launched in early 2010, which premiered the brand's new positioning and established the 'steam' icon as its brand equity.

Credits:
Project Lipton 2010 brand campaign
Client Lipton China
Creative agency DDB Shanghai
Chief Creative Officer Michael Dee
Producer George Ooi
Regional Account Director Margaret Wu
Production House InShow
Director Masami Kamiyama
Photographer Takaki Kumada