senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

Sprite Lets Young People Know They’re Not Alone, No Matter What They’re Going Through

18/10/2019
1.1k
Share
LATAM-wide brand campaign from Santo focuses on Generation Z’s feeling that there are certain issues they can’t talk to anyone about
One of the most relevant tensions Generation Z are feeling is that there are certain subjects they cannot talk to anyone about. With this in mind, Sprite launched ‘You are not alone’ - a social ecosystem whose main premise is to promote the conversation between groups of young people who are going through the same kinds of things.

The proposal is an evolution from #ILOVEYOUHATER, where the brand proposed to neutralise haters through love and humour, with the objective of helping kids "stay fresh,” even in the face of online hate. In this new stage, the brand decided to focus on "doing” – opening a dialogue and allowing millions of young people to share their experiences with others anonymously, free from inhibition and able to communicate in a way that is genuine and inclusive.


The call to action will be an integrated campaign with a strong digital presence, which will reveal young people's most searched topics. Just by clicking on one of the topics, the kids will be directed to a forum, where they will be able to talk with people in the same situation.

Each of the different topics will be launched by influencers, who hold enough credentials to talk about certain topics with authority and credibility, and who can also share their experiences, enriching the conversations that pop up. 

In order to create space for these conversations, Sprite looked for real topics that millions of young people search on Google: "I am a virgin," "I don't know what to do with my life," "I haven’t kissed anyone yet," "I like boys and girls," "I don't like going out," "I’m taller than average," "I feel like I am in the wrong body." These are some of the areas of interest around which young people are invited to express themselves in a genuine way, just like the brand's purpose embodies.

The idea was developed by Santo Buenos Aires, with the participation of Google, Starcom, Digitas, Findasense and Primo Content.
Brand
Agency / Creative
Production
Post Production / VFX
SIGN UP FOR OUR NEWSLETTER
Work from
Make Magic
Boots UK
02/12/2024
1
0
The Rise of Electric
Mercedes-Benz
02/12/2024
1
0
Riyadh Season - Fury vs. Ngannou
Music+Sound Awards
02/12/2024
2
0
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0