The agency came out with a Sprite take over during rush our of São Paulo and Rio de Janeiro cities. More then 2500 OOH pieces in the main avenues, metro and train stations had only Sprite’s advertising for 1 hour plus traffic information on radios and MTV.
Stay Fresh is the new concept created and Fresh Drops are pills of crazy freshness to bring refreshment in a sensory and irreverent way.
The idea is to unlock potential in Brazil by reconnecting and giving Sprite a role in people’s lives. The proposal is to redefine the way we talk about freshness when the category codes are all very similar bringing a young, irreverent and especially nonlinear language to connect with our audience.
The new concept is just the beginning of a major project that gains all its strength in the summer, with numerous street activations seeking to reconnect the brand to consumers.
Made By
Título/Title
Fresh Drops
Produto/Product
Sprite
Ano de produção/Year of Production
2019
Agência/Agency
Wieden + Kennedy SP
Diretores Executivos de Criação/Executive Creative Directors
Edu Lima e Renato Simões
Redator/Copywriter
Rafael Melo
Diretor de Arte/Art Director
Felipe Paiva e José Ferraz
RTV/Agency Producer
Regiani Petti, Thais Bonizzi
Produtor Digital/Digital Producer
Mauricio Yamashita e Ricardo Barbin
Produtora Digital/Digital Production Company
Joint
Atendimento/Account
Ana Clara Grana, Tathiana Januário e Julia Wollmann
Planejamento/Planner
André Troster, Laís Sangalo, Fernando Prado e Bruna Coelho
Data Strategy
Eliel Guilhen, Fernando Ruiz e Rachel Pepe
Social Strategy
Carol Siper, Gabriel Marchi, Bruno Perazio e Gabriela Queiro
Mídia/Media
Caio Melo, Rachid Antun, Alex Bezerra, Guilherme Salgueiro, Gabriela Monteiro e Carla Tassi
Aprovação Cliente/Client Approval
Selman Careaga, Pedro Abondanza, Ana Carolina Santos, Bruno Alonso e Mariana David