Pure Leaf Rewrites...

In the spring of 2020, Tiger Party helped Pure Leaf launch an experiential campaign and took over Times Square, to encourage people to say “NO” to things that don’t matter, in tea and in real life.
Pure Leaf would like to remind their fans that you don’t always have to be agreeable. No can be beautiful.

  • #Brand Experience
  • #Creative

In this activation, Pure Leaf street teams will randomly invite tourists in Times Square to rewrite fairy tales on an iPad. Participants were given the chances to rewrite three world-famous fairy tales, Rapunzul, Princess and the Pea, and Hansel and Gretal by saying “no” to things that don’t matter and “yes” to those that do. Those input messages will show up on Tiger Party’s “Moderation Tool”, a platform that is optimized for seamless processing of user-generated content collection.
With Content Team’s approval, the re-written version will be shown on the billboard in no time.

Participants are thrilled to see their own version of fairy tales appear on the digital signage. During the campaign, the “Moderation Tool” received more than 60 rewrites in one hour. Tiger Party helped share those ideas up on the billboard for the world to celebrate together.