Sprite Focuses on Digital Innovation for Latest #needasprite Campaign via McCann, Sydney
McCann Sydney, 1 year, 4 months ago
In order to most effectively reach its target audience of young adults aged 16-29, the multi-million dollar #needasprite campaign will be the first to be primarily driven by digital innovation and new media technologies, including online video and digital displays. This will be supported by out of home and cinema advertising, which will feature prominent messaging around the role of refreshment.

McCann partnered with Theo Majendie, creative director at CatalystVR, to develop the VR integration.
Says Majendie: "The Sprite VR World project challenged the team to bridge the gap between the film and computer game mediums using the latest technology in 360 visual effects. The seamless transition from 360 video through a VR headset into a VR game world is something we have not

Additionally, Sprite has worked with Google to tap into innovative products, such as Google Preferred and Vogon, with the aim of creating a bank of engaging and shareable content. Utilising Google Vogon's five second pre-roll format and interchangeable creative platform, Sprite will have produced hundreds of snackable edits of its online video content by the campaign's conclusion.
Says Ross Jauncey, creative agency lead, Google: "We recognise that creative designed with increased relevance to audiences gets greater cut through. This campaign is a great example of using our Vogon technology to achieve this."
Social media content

Says Ramona Spiteri, brand manager, Sprite: "With the launch of the #needasprite campaign in Australia, we are excited to continue our mission to take the brand in a new direction that puts digital innovation at the heart of our content.
"The innovations that are part of the #needasprite campaign, including our very first 360 VR video and collaboration with Google, are all designed to harness Sprite's unique product and brand benefits and

Agency: McCann Sydney
VR: CatalystVR
Creative Director: Theo Majendie
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