LENS: LIPTON AND PEACE ONE DAY
This thoughtful long-form documentary, created by Redwood BBDO in collaboration with Lipton and Peace One Day, features some of the biggest names in music as they share stories and reflections on racial inequality, both historically and in the past 12 months.
Ice tea brand, Lipton, has a long-term partnership with the United Nations affiliated non-profit organisation, Peace One Day. Together with creative-content agency, Redwood BBDO, they created a documentary film featuring world famous musicians including Nile Rodgers, Craig David and Emeli Sande. The musicians are seen having open conversations about the power of music to unite people from diverse backgrounds.
Ben Padfield, managing director at Redwood Studios, says, “We wanted to find iconic voices who could really embrace the sentiment of what Peace One Day and its anti-racism stance is driving, and offer them a platform to share their own incredible and important experiences with humility and pride.”
The seventeen-minute documentary titled ‘Together We Hear’ works to champion racial and gender equality as the guests discuss the ways prejudice influenced their lives and work. In conversation with rising musician Ms Banks, hip-hop star Eve says, ‘racism, race relations and speaking about inequality is so huge, probably more so you than for me at that time, that’s not something we really talked about.’
The creative video combines reflection on the past from stars of previous decades, as they talk to newer faces in the industry. It travels through six decades of music and combines conversational clips with archive footage, for example Alicài Harley talks about the power of Notting Hill Carnival to empower different cultures in conversation with Craig David, while clips of the Carnival throughout the years compliment the audio.
For Lipton, this documentary aligns with its brand identity and recent message encouraging people to take a few minutes for quality human connections every day. Louize Khan, senior global brand director at Lipton, says, “At Lipton, we want to facilitate opportunities for our consumers to connect…to fight for a few moments of real connection, and fight against a world that’s pulling us apart. Together We Hear showcases that a few moments of quality connection can be enabled through music despite social polarisation and prejudice.”
The artists and musicians all participated on a voluntary basis, as the content had a clear social purpose for good. Together We Hear was the first output from Redwood Studios, a specialist brand programming unit designed to deliver broadcast quality long-form films for brands. The content was also supported and exclusively shared by Time Out across its editorial channels.
Watch the full documentary film here.