Lipton

In 2024, we entered the Ad Venture competition hosted by Edcom and worked on one of the most recognisable beverage brands in the world. Our team of three set out to reposition Lipton Ice Tea as a brand Gen Z wouldn't just drink, but wear, talk about, and use to express who they are. Competing against 80+ teams from across Europe, we placed in the top three and pitched directly to the client in London, representing New Bulgarian University. The challenge was clear: Lipton has strong recognition, but little cultural relevance among younger audiences. Gen Z doesn't see it as a lifestyle brand — let alone one connected to fashion or pop culture. Our goal was to flip that perception entirely, and embed Lipton into the visual language, habits, and communities of Gen Z. Our insight was simple but sharp: Gen Z uses fashion as a visual passport. It's not just about what you wear - it's about what your clothes say about you. Most branded merchandise fails here. It lacks intention, individuality, and cultural nuance. So our concept became: wear your identity, attract your community. The idea went beyond a product launch, it was a social experiment. If a T-shirt can connect two strangers who love the same band, why can't branded fashion do the same? Our merch didn't just sit on someone's back, it introduced them, posted for them, and linked their digital identity to their physical presence through AR, literally bringing the garment to life. We're incredibly proud of this work — not just because we reached the finals, but because we proved that bold thinking, deep research, and tight creative execution can compete on the biggest stages. A T-shirt really can start a conversation. Link to entry form and presentation: https://drive.google.com/drive/u/1/folders/1bMKedwV8LUMXnJ9WYEphI9_L34qXj80O Link to case study: https://www.youtube.com/watch?v=C_cYLxqM5RA&t=1s