SYDNEY, AUSTRALIA — Beverage brand Lipton Ice Tea and creative agency DDB Group Sydney have launched a new summer activation, the “Lipton Ice Tea Jargon Junket.”
Lipton Ice Tea gives Aussie office workers the chance to exchange the soul-destroying corporate buzzwords they’re forced to endure at work for epic work-cleansing escapes.
Office workers can use a custom-built jargon scanner to collect buzzwords they have to read or listen to at work. The first-of-its-kind tech developed by DDB Group will pick up some office favorites like “ping me,” “circle back,” “marketing,” and “fast-follow,” as well as more than 130 other shudder-worthy phrases.
Every buzzword collected will give Aussie workers a better chance of being sent on one of five work-cleansing “Jargon Junkets” based on some of Australia’s most hated examples.
Users will get the chance to “touch base” with Yaks at the Mount Everest base camp, pick “low-hanging fruit” in the depths of the Daintree rainforest, get “looped in” in a Mustang Fighter jet, “move the needle” with a tattoo master in Tokyo, or get their Peking “ducks in a row” at Flower Drum’s chef’s table in Melbourne.
Partnering with Director Madeleine Purdy of Good Oil, the launch film features a Lipton Ice Tea travel agent aptly named the “Jargon Junketeer.” The full campaign rollout will include social and BVOD.
Tom Lawrence and Samuel Raftl, Associate Creative Directors at DDB Sydney, said, “Lipton Ice Tea is in the mood transformation business, so when we found out that the recent increase in corporate jargon use in the workplace was sucking the life force from our workforce, we thought we should do something a little extra.”
Matt Chandler, Chief Creative Officer at DDB Sydney, commented, “This idea is a genuine game changer, with the power to shift paradigms, amplify brand saliency, disrupt the category at every touchpoint end-to-end, and streamline a holistic brand narrative.”
Lipton Ice Tea Marketing Manager Kate Taylor added, “Workplace jargon might be unavoidable, but that doesn’t mean we can’t have fun with it. The Jargon Junket is our invitation to Aussie workers to ditch the grind, embrace the joy of summer, and let Lipton Ice Tea take them on an escape like no other.”
The Lipton Ice Tea “Jargon Junket” kicks off today and runs until December 18. Winners will be published on liptoniceteajargonjunket.com by December 23. Visit the website to watch the film and sign up here.
CREDITS:
Client: Pepsi Lipton International (Lipton Ice Tea)
Creative Agency: DDB Group Sydney
Media Agency: Mindshare and Group M Creative Futures
Production Company: Good Oil
Music: Sonar Music
