Mook brews up website to promote Lipton-sponsored MTV events

Mook has completed work on the animated artwork website it has created for tea drink Lipton, in conjunction with MTV.

The site, due to go live next month, ties in with Lipton’s presence at forthcoming MTV events the Winter Jam, at Davos, Switzerland in March, and various Isle of MTV events around Europe this summer. It marks a concerted effort by the Unilever brand to target young consumers.

The site will allow surfers to create their own animated profile to reflect their personality and mood thro

ugh the selection of images and music via an ‘art generator’. It goes live next month at www.liptont-lounge.com, and will also feature on dedicated kiosks in Lipton T-Lounges at the music festivals, where the images created will be reproduced by VJs on large format screens across the venue.

Mook was invited to submit ideas to Lipton, along with three other consultancies, on the recommendation of existing client MTV in September 2002. After being commissioned the following month, it entered into a three-way consultative process, which Mook creative director Jess Goodall describes as highly collaborative.

‘Although the T-Lounges are all about chilling out with Lipton cocktails, the mood of the site was [also] very important from MTV’s perspective,’ she says.