‘It’s Hater Season, Stay Cool.’ Says This Global Sprite Campaign
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Argentinian agency Santo and Anonymous Content’s Karim Huu Do inspire individuality with launch of ‘I Love You Hater’
'Es temporada de haters, mantenete fresco' ('It’s hater season, stay cool') is Sprite’s invitation in its new global marketing campaign which is centred around promoting acceptance and the revaluation of what makes every person unique beyond any criticism.
In a context where prejudice proliferates with greater speed and impact, the brands’ latest action raises awareness through a powerful message, with creativity, humor, wit and a little transgression. Liking an aggressive comment, dismissing negative comments with love and providing a touch of irony are part of this integral communication strategy. “Es temporada de haters, mantenete fresco” (“It’s hater season, stay cool”) is not pretending to be the solution to the problem, but a critical view about an actual social problem.
“Sprite keeps innovating and surprising consumers, with this integral campaign that explores new communication strategies, where the main focus is the 2.0 world and not the TV. In this sense, the brand developed exclusive pieces for digital format, differentiating posts in each social network and with artificial intelligence optimization,” says Franck Salmon, Coca-Cola's marketing vice-president for South Latin America.
The campaign, developed by Santo agency, includes the piece 'I Love you Hater', directed by Anonymous Content's Karim Huu Do and featuring the soundtrack of The Beatles’ 'All you need is love'. Also, communication in digital media - long format documentary, Instagram Stories, interviews with the protagonists and GIFs - as well as graphic pieces and outdoor media pieces, point of sale activations and brand experiences, are part of this integral action from Sprite that is once again looking to make people’s lives cooler.
“What’s interesting about this proposal is that there are no actors, but “real” people who suffered real situations and had to accept their individuality to overcome them. Such as the case of Rocío Velazquez, Spanish Olympic swimmer; Nico Moldestein, French pole dancer; Tyrus McKenzie, English rapper; Liz Romer, Swedish surfer; David Pérez and Marius Caralt, Spanish LGBT community activists; and CE Sant Gabriel women's soccer team,” says Maxi Itzkoff, Santo’s CCO.
Post Production / VFX
Post Production Company: MPC
Colourist: Ricky Gausis
Production Company: Anonymous Content
Director: Karim Ho Doo
Executive Producer: Lori Stonebreaker, Kerry Haynie
Producer: Malachy McAnenny
DOP: Mattias Rudh
Stylist: Laura Vandall
Music Company: Ballad / Bamba
Editor: Leila Sarraf, Alejo Hoijman
Creative Agency: Santo Buenos Aires
Chief Creative Officer: Maxi Itzkoff
Executive Creative Director: Rafael Santamarina, Juan Ignacio Etchanique
Creative Director: Juan Manuel Quintero Betancur, Javier García
Producer: Ella Sercovich
General Account Director: Florencia Spinetta
Account Director: Sabrina Santos
Production Director: Leandro Sussman
Clients: Franck Salmon, María Belén Colombo, María Julia Verra, Rosario Delgado
Genres: Documentary, Music & Sound Design, People, Storytelling
Categories: Soft Drinks, Carbonated DrinksAnonymous Content, Wed, 16 Jan 2019 10:51:32 GMT