Respect The Peach

When adam&eve\TBWA got in touch for help on Lipton’s “Respect the Peach” campaign, we knew we were in for a fun one. The insight was brilliantly simple; 93% of the time the peach emoji is used online, it has absolutely nothing to do with the fruit. Lipton, with the help of Ice-T, set out to reclaim it.

Our job was to source UGC clips that reflected every other way the world has come to interpret the peach; footage drawn from the full and rather colourful spectrum of peach emoji culture. Real moments onto which the emoji could be placed, giving Ice-T all the fuel he needed to make the case that there is only one true peach, and it’s Lipton’s.

Our clearance team handled every clip from start to finish, making sure everything was correctly licensed and ready to go.