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Some brands play it safe. We threw them a party instead.
Lipton is one of the world's most recognisable tea brands - and one of the least exciting. I set out to change that in a single day.
600 women. 600 homes. 600 parties - all happening at exactly the same time.
We recruited 600 hosts across the country, each one throwing her own Lipton tea party for her closest friends. But I didn't want a brand event. I wanted it to feel like theirs. We supplied the tea and the materials, they brought the creativity: homemade games, costumes, themed decorations, all built around Lipton.
The result was the first house party movement of its kind in Israel - and one of the largest coordinated brand moments in the world. PR, word of mouth, and talkability that money can't buy.
One brand. One day. Six hundred reasons to celebrate.