Liptagram is a four-week photo challenge where fans tag their Instagram photos with weekly theme hash tags, celebrating Lipton’s core values – for example #LiptonBrightness. A Liptagram Facebook App houses the competition, where fans can learn about the campaign, enter and view all the entries.
Each challenge had an inspirational films to promote the themes and give direction on how they could be interpreted. The films were shot with a stylised treatment and seeded across all markets and languages via Facebook and leading lifestyle blogs.
Liptagram is the first Instagram competition to run globally and simultaneously across 11 countries in 7 different languages. The campaign broke on the 4th February 2013, and will run for four weeks until the 2nd March in France, Netherlands, Pakistan, USA, Poland, Greece, Finland, Sweden, Canada, Chile, Italy.
Involvement : Design Direction // Delivery