NEW YORK, April 29 /PRNewswire/ -- This week Unilever and DDB launch a new global brand campaign for Lipton Yellow Label, the Number One global tea brand. The integrated campaign launches with over 20 markets worldwide picking up the campaign, including Turkey, Russia, Poland, Chile, Australia and Japan.
The campaign captures the moments of inspiration a cup of Lipton Yellow Label Tea can stimulate through clarity of mind.
The launch spot Lalo features the composer Lalo Schifrin at his piano in 1966 as he composes a music score and sips a cup of tea. We see him scribbling and tinkering with the evolving score which plays out as an orchestra in his head, forming and changing as he gradually evolves the score and instrumentation until, finally, he arrives at the famous musical theme for Mission Impossible.
Black tea contains a unique, neurologically-active amino acid Theanine that maintains mental clarity and focus. Or as the campaign tells it, "Tea sharpens the mind. Lipton Yellow Label. A sip of inspiration."
Nick Bell, DDB Global Creative Director on Unilever said of the campaign:
"The brief was to communicate that, due to Theanine, drinking tea helps you think more clearly. The Sip of Inspiration idea takes the argument to its logical conclusion and suggests that if you think and therefore work better when drinking tea, it can be a part of getting to much greater thoughts and work.
"This is how the Sip of Inspiration idea was born. It's a huge, integrated and interactive campaign and Lalo is the launch film."
The executions elegantly peel back the layers of some of the worlds most inspired creations to the point of conception, revealing the craft behind the masterpiece. In each scenario a cup of Lipton Yellow Label tea provides the clarity of mind to complete the piece.
The campaign was created out of DDB Paris and shot by award winning director Noam Murro. Noam has previously worked with DDB on acclaimed spots such as Volkswagen Nightdrive and Singing Dog.
Bell noted: "Noam is classically musically trained and was passionate about the project. Just a 10 minute phone call was enough to convince us that we wanted him to direct the film."
Murro said, "Music is my passion - so bringing this script to life was great fun. A collaborative challenging job. Plus I drink tea all the time."
Murro worked closely with Peter Raeburn and the Soundtree Music team to create the music score representing Lalo Schifrin's evolving Mission Impossible score and thoughts, and brought the idea to life over a 4-day shoot in Prague.
The integrated campaign for the #2 global beverage brand rolls out this month followed by print and online activity.
DDB Worldwide Communications Group Inc. (www.ddb.com) is a leading advertising and marketing services global network in the world, according to Advertising Age. DDB also has been frequently ranked as the most awarded agency network in the world by Creativity magazine and The Gunn Report, among others. In 2009 DDB was named Global Network of the Year by Campaign magazine and Tribal DDB Digital Agency of the Year by Media. With more than 200 offices in over 90 countries, the DDB Group believes that creativity is the most powerful force in business, building enduring and powerful brand experiences that create TalkValue™, influence social communities and drive results. DDB Worldwide is part of Omnicom Group Inc. (NYSE: OMC).
- Project name: Lipton Yellow Label - A Sip of Inspiration
- Creative agency: DDB Paris
- Executive Creative Director: Nick Bell
- Art Director: Benjamin Marchal
- Copywriter: Olivier Lefebvre
- Agency Executive Producer: Sophie Megrous
- Account Supervisor: Philippe Berthelot , Michael Stevenson
- Advertiser's Supervisor: Etienne Sacilotto, Cees Talma, Michiel Leijnse
- Director: Noam Murro
- Production Company: Les Telecreateurs (fr)/ Biscuit Filmworks (us)
- Senior Executive Producer: Shawn Lacy
- Executive Producers: Erinn Lotthe Guillon (Les Telecreateurs) / Colleen O'Donnell (Biscuit)
- Director of Photography: Simon Duggan
- Production Designer: John Beard
- Editor: Joe Guest
- Executive sound producer (fr): Jerome Alquier
- Music: Peter Raeburn & Nick Foster @ Soundtree
- Sound: James Saunders @ Jungle
SOURCE DDB Worldwide Communications Group Inc.