Lipton Ice Tea and DDB Group Sydney has announced the launch of a new summer activation, the ‘Lipton Ice Tea Jargon Junket’.
Lipton Ice Tea is giving Aussie office workers the chance to exchange the soul-destroying corporate buzzwords they’re forced to endure at work into epic work-cleansing escapes.
Office workers will be able to 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 favourites like “ping me”, “circle back”, “smarketing” and “fast-follow”, as well as more than 130 other shudder-worthy phrases.
Every buzzword collected will give Aussie workers a better chance to be 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.
“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,” said Tom Lawrence and Samuel Raftl, associate creative directors of DDB Sydney.
“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,” said Matt Chandler, chief creative officer, DDB Sydney.
“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,” said Lipton Ice Tea marketing manager, Kate Taylor.
The Lipton Ice Tea ‘Jargon Junket’ kicks off today and runs until the 18th of December. Winners will be published by 23rd December 2024.
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
