2017 Winners & Shortlists

Brief Explanation

We began by replacing regular shopping carts with our Fit Carts in various supermarkets. As part of the shopping process, we saw people conscientiously watch their fitness data accumulate as they pushed faster and shopped longer – all with health in mind. Groceries had a new agenda. The activation became a starting point, triggering what Lipton likes to call ‘#LiveGood reactions’. Once aware of their own natural metabolic function, shoppers took more steps and burned more calories in the supermarket itself. They even opted for greener, healthier, more wholesome foods. The cart was placed in stores delivering an explicit brand encounter, while a digital film was an online tool to further communicate Lipton Green Tea’s ‘Live Good’ message – a low-effort, high-benefit metaphor for its green tea product.