Drinks brand, Lipton Ice Tea, has launched #PassTheSunshine, its biggest ever creator-led campaign in Australia, in partnership with influencer agency, Billion Dollar Boy.

Fuelled by research showing the benefits of helping others, the #PassTheSunshine campaign strategy is designed to generate talkability, promote positive brand sentiment and grow awareness of the Lipton Ice Tea brand, driven by creators with a combined potential 40m organic impressions.

The 14-day campaign features a diverse range of 11 of Australia’s biggest creator talents in a combined digital out-of-home (DOOH), social media and experiential activation to raise brand awareness and encourage acts of kindness.

The campaign launches today in Bourke Street, Melbourne, one of Australia’s largest and busiest shopping districts, and will be executed in three stages.

For the DOOH element, content creator Matt Storer, known for his comedic paradies and musical skits on TikTok, will appear on the 28-metre tall Bourke Street Mall billboard, Australia’s largest full motion, high resolution digital billboard. He will perform his one-minute long original, bespoke campaign song, ‘Pass the Sunshine’, with lyrics appearing as subtitles.

The ad encourages Melbourne citizenz to perform random acts of kindness, with Storer passing a Lipton Ice Tea to other creators appearing on the billboard, including Nathan Lust, Angelo Marasigan, Ginger and Carma, Jimmy Jan and Tsehay Hawkins. The song ends with Storer offering a Lipton Ice Tea to passers by in a 3D effect.

The social media activation is live for the duration of the two-week campaign, replicating the DOOH advert on the brand’s social channels. The DOOH content is also adapted by the supporting creators across TikTok in duet and remix performances of ‘Pass The Sunshine’, designed to encourage their audiences to create unique versions of the song and spread the campaign message. Successful participants will have the chance to feature on the digital billboard.

Lipton Ice Tea is also hosting an in-person pop-up at the Bourke Street mall billboard location on 22 and 23 February. The visiting public will be offered free samples of Lipton Ice Tea ‘No Sugar’ and the opportunity to film with a production crew on-site from 8:30-15:30 AEDT, to also be in with a chance of featuring on the billboard.

The campaign represents the start of a new partnership between Lipton and Billion Dollar Boy, who will also operate as the drinks brand’s exclusive global social media partner for reactive creator-led content.

“At Lipton Ice Tea, we believe that happiness can be found in small, everyday moments in life,” said Pepsi Lipton Global Chief Marketing Officer, April Adams-Redmond. Lipton Ice Tea is all about being that perfect refreshment to uplift these moments, especially when enjoyed with others. The #PassTheSunshine message perfectly captures those moments of joy we’d love our consumers to share in and pass onto others. We are proud to launch our biggest ever creator campaign in Australia, on the nation’s largest digital billboard, and with no other than some of the country’s most popular and creative influencers to spread the sunshine.”