Wieden + Kennedy São Paulo launches its first campaign for Sprite
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.