In Turkey, tea is like the official companion of long chats/gatherings. As Lipton we believe, ensuring long-lasting smooth taste of the tea pot also means enabling 'long-lasting conversations'. However, due to our hectic lifestyles and multi-screen addictions, every day we make an unconscious decision by choosing screens over quality connection; people are not talking to each other as they used to be.
Media being the prominent source of this social fact, the strategy of Lipton Silent Prime Time project is all about and around media. To make people aware of this unconscious decision, we had to use media in a disruptive way. This is why silenced the screens on prime time, both TV and digital, to use the very screens that limits human interaction as a communication platform to stimulate people to have conversations with each other over a cup of tea.