LIPTON MILLIONAIRE
| Title | LIPTON MILLIONAIRE |
| Brand | LIPTON |
| Product / Service | LIPTON |
| Category | C02. Interactive Tools & Applications, including mobile advertising |
| Entrant | TRIBAL DDB HONG KONG, HONG KONG |
| Entrant Company: | TRIBAL DDB HONG KONG, HONG KONG |
| Advertising/Web Design Agency: | DDB HONG KONG, HONG KONG |
| 2nd Advertising/Web Design Agency: | TRIBAL DDB HONG KONG, HONG KONG |
Credits | |
Credits
| Name | Company | Position |
|---|---|---|
| Jeffry Gamble | DDB Hong Kong | Executive Creative Director |
| Tim Cheng | Tribal DDB Hong Kong | Executive Creative Director |
| Paul Chan | DDB Hong Kong | Creative Director/Copywriter |
| Jessie Fung | DDB Hong Kong | Copywriter |
| Hoi San Yiu | DDB Hong Kong | Art Director |
| Elizabeth Commandeur | DDB Hong Kong | Art Director |
| Adrian Li/Yan Kwan/Caroline Kwok/Jodi Lee | DDB Hong Kong | Account Executives |
| Bobby Kwan | Tribal DDB Hong Kong | Project Manager |
Brief Explanation
Lipton approached us with a problem : no one was reading their brand guidelines. However, when was the last time anyone got excited by brand guidelines? We created something completely unheard of brand guidelines that are actually fun and engaging. Firstly, a metal suitcase was sent to every Lipton brand manager across Asia Pacific. Inside, was a stack of cash and an iPod Touch, pre-loaded with the Lipton guidelines and `lipton Millionaire' a fun, interactive app that challenges their knowledge of the Lipton brand. This gave brand managers a chance to win a million dollars in virtual sales to show that they truly understand the brand.