OMD is working with Lipton, the world’s leading tea brand, and Peace One Day to share messages of peace, in a global call to inspire the world to connect and Make Tea Time Peace Time, during today’s turbulent times.
The ambitious, large scale OOH activation in partnership with Talon Outdoor, Design Bridge and Omnicom agency, DDB, saw iconic clock towers and global landmarks lit up with messages to highlight the partnership between the brands for the UN International Day of Peace.
Lipton and OMD led this ambitious project across Paris, Sydney, Amsterdam, Rotterdam, London, Brussels and Berlin. With further efforts coordinated in Dubai, Kuala Lumpur, and Latin America, to bring to life this global moment of solidarity.
This call to action is more important than ever as we have all learned to communicate with loved ones while separated and socially distant this year. Lipton advocates having 15 minutes of quality connection every day to help people feel healthier and happier, and it believes peace flourishes when people connect. With more than 311 million Lipton teas* consumed worldwide every day, on International Peace Day and beyond, Lipton is inviting people to use those moments in their day to unite with others and make time for peace.
“The opportunity to help spread this message around International Day of Peace was one we are proud to have been involved in,” says Rachel Hayes, Managing Partner at OMD EMEA. “Every market featured in this activation is dealing with its own challenges in recent times, and it’s easy to forget to switch off, and take some time for yourself and connect with people over the phone, or socially distanced where you can. Here in the UK, we love tea, so taking a 15-minute tea-break to connect with someone, is something we are getting on board with.”
“It’s been a tough year for all of us,” says Frank Haresnape, Pepsi Lipton Chief Marketing Officer. “Humans are social beings, and we all miss normality and the ability to informally connect with others. There’s plenty of evidence that this is taking a toll on our mental wellbeing. So this is a moment to celebrate and encourage human connection. Because peace and wellbeing flourish when we do.”
Jeremy Gilley, Founder of Peace One Day said: “Peace One Day’s goal is to raise awareness of #PeaceDay and manifest action, in turn decreasing violence around the world. This year we aim to reach 4 billion people in 24-hours and have gladly partnered with Lipton, to achieve this shared goal. Together, we want to encourage people to make quality connections and cement the 21st September as a day of global unity and intercultural cooperation on an unprecedented scale.”
Lipton is also encouraging its own global community and network in over 100 markets to become ambassadors for peace and quality connections through an initiative that invites them to show the world how they Make Tea Time Peace Time. A showcase of the best submissions was streamed to viewers and participants at the Live Global Digital Experience Peace One Day.