OOH · Sheikh Zayed Rd
A billboard that fades in the sun
Photochromic ink. The tagline "Half the sugar" is invisible at dawn and fully visible at solar noon. Dubai's own light powers the ad.
Dubai · Abu Dhabi · Riyadh
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A campaign concept for Lipton Ice Tea · AMESA
Half the sugar.
Double the sun.
A Gen Z reframing of the world's leading iced tea brand — built for the afternoons of Dubai, Cairo, Riyadh and Karachi.
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The insight
68%
of AMESA consumers say they want to cut sugar — but refuse to compromise on taste.
Nielsen AMESA Beverage Tracker · H2 2025
The manifesto
For fifty years, iced tea was something your parents drank on a patio.
We think it belongs in your hand at three in the afternoon, when Dubai is 42°, your phone is dying, and a can of something sweet would be the wrong answer.
So we cut the sugar in half. We kept the Rainforest Alliance leaves. We doubled down on the sun.
The afternoon just got lighter.
Now watch it happen
Half the sugar,
everywhere.
Six touchpoints. One afternoon. Six markets.
