LIPTON / EXPERIENTIAL CAMPAIGN

LIPTON / GROUNDHOG

For the project “Groundhog,” we conceived, produced, and executed a large-scale experiential campaign that transformed a bold idea into a fully realized public spectacle. The centerpiece was a 9-foot sculpture built entirely from cans, fabricated in Los Angeles and then transported cross-country to Pittsburgh.

From there, the campaign came to life through motion and visibility: a fully customized truck carried the sculpture across Pittsburgh and onward to Punxsutawney, where Groundhog Day is celebrated. The journey itself became the activation—turning transit into performance and generating organic attention, press coverage, and cultural momentum along the way. The project was widely picked up by major media outlets and recognized by Ad Age as one of the most creative campaigns of the year.

NAP led the project end to end—from initial concept and artistic vision through production, fabrication, logistics, and execution—maintaining close creative oversight at every stage to ensure the idea translated seamlessly into the real world. The result was an experiential campaign that felt both monumental and playful, proving how disciplined art direction and hands-on production can turn a singular concept into a living, moving cultural moment.

Produced in Los Angeles & Pittsburg