Sprite, known for keeping people cool during summer, needed to expand its appeal for year-round growth. Research showed that 'moments away from home' presented an opportunity for consumption, to reinforce Sprite's message of staying cool.
Sprite's primary objective was to increase weekly consumption among Gen Z by engaging with them and positioning the brand as a light-hearted reminder to stay cool. In a world where attention is everything, we needed to create something both visually distinct for the brand as well as the category.
The use of contrasting heat-mapped figures creates a striking visual that immediately draws the viewer's eye and communicates the campaign's core message of "staying cool in moments of heat." Moreover, the art direction successfully incorporates elements of humour and cultural relevance, demonstrating a deep understanding of the target market. By highlighting the often-unspoken tensions people face in relatable yet unusual scenarios, it blends visual storytelling with cultural insights to create a compelling and effective campaign.
Our placements targeted our Gen Z audience across Mexico and Malaysia, reaching them on their commutes and out and about in their daily lives. The unusual and cut-through imagery of our campaign stood out across 180 media placements in both OOH and DOOH formats.
CREDITS
Client: The Coca-Cola Company / Sprite
Agency: Ogilvy Asia Pacific / Studo X - Hong Kong, HONG KONG SAR / VML / Hogarth
Chief Creative Officer: Reed Collins
Regional Executive Creative Director: Sarah-Leith Izzard
Executive Creative Director: Nikhil Panjwani
Creative Director / Art Director: Ali Silao
Creative Director / Copywriter: Dan Parmenter
Regional Head of Creative Excellence & Services: Alvin Chin
Global Category Lead: Tim MacLehose
Business Director: Antony Hung
Retoucher: Kent Tang
VML Latam Category PMO: Pamela Escalona
Hogarth Mexico Regional Implementation Lead: Daniel Meneses
WPP Creative Lead: Omar Fabian
VML Graphic Designer: Isaid Cabrales
VML Graphic Designer: Hugo Matilde
VML Creative Director: Roxana Axpilcueta
