For the launch of Lipton Sparkles, the ambition was to translate the lightness and effervescence of the drink into a physical experience that people could feel, not just see on screen. The out of home work was designed to complement the campaign film while bringing its visual language into the real world.
We led the creative concept of reimagining refreshment as levitation, creating an optical illusion that made it appear as though everyday commuters were floating upwards on bubbles after taking a sip of Lipton Sparkles. The idea was not to interrupt the commute, but to transform a familiar environment into a moment of unexpected delight.
Installed in Grand Central Terminal, one of the world’s most iconic transit spaces, the experience used bespoke transparent screens to blend filmed content seamlessly into the live environment. Life sized footage of people enjoying the drink appeared to hover in mid air, giving the impression that the bubbles themselves were lifting them from the ground.
The illusion stopped people in their tracks. Morning commuters paused, watched, smiled, and engaged, while brand ambassadors invited them to taste the product for themselves. The experience turned a routine journey into a refreshing break, aligning the feeling of the brand with a genuine emotional response.
By combining strong visual storytelling with precise placement and timing, the work brought the campaign idea to life in a way that felt magical, human, and unmistakably Lipton.
