When you’re stuck in traffic or waiting for a delayed train, the world just feels stagnant, stale and infuriating. Sprite is hoping to offer some relief—at least visually—for Brazilians trapped in this all-to-common situation.
With summer approaching for Brazil (the season runs from December to March in South America), Wieden + Kennedy São Paulo has launched its first work for the Coca-Cola-owned brand. The “Fresh Drops” campaign, featuring quirky, short-form animations, is primarily targeted to run in digital outdoor during rush hour in Rio de Janeiro and São Paulo.
“‘Fresh Drops’ are like a sip of Sprite in your day,” says Renato Simões, executive creative director at Wieden + Kennedy São Paulo. “They won’t take the problems out of your head, but they’ll have a good refresh.”
The campaign will run on more than 2,500 digital displays along streets and in all major train stations in Brazil’s two largest cities. It will also air during MTV ad breaks, and the brand will be an exclusive sponsor of traffic announcements on some radio stations.
The widely ranging animations were created through W+K São Paulo’s in-house studio, Joint, with artistic collaborators around the world such as Marc Tudisco, Yeye Weller, Felms and London studio Yumyum.
Strategically, the campaign aims to build Sprite’s brand awareness in Brazil by connecting with younger audiences who are tough to reach through traditional advertising.
“Our proposal is to redefine the way we talk about freshness, when the category codes are all very similar,” says Ana Carolina Santos, Sprite’s integrated communications manager. “We are bringing a young, irreverent and especially nonlinear language to connect with our audience.”
Client: Coca-Cola Industrias Limitada-Brazil
Agency: Wieden + Kennedy SP
Executive Creative Directors: Edu Lima and Renato Simões
Copywriter: Rafael Melo
Art Director: Felipe Paiva and José Ferraz
Agency Producers: Regiani Petti, Thais Bonizzi
Digital Producers: Mauricio Yamashita and Ricardo Barbin
Digital Production Company: Joint
Account: Ana Clara Grana, Tathiana Januário and Julia Wollmann
Planners: André Troster, Laís Sangalo, Fernando Prado and Bruna Coelho
Data Strategy: Eliel Guilhen, Fernando Ruiz and Rachel Pepe
Social Strategy: Caro Siper, Gabriel Marchi, Bruno Perazio and Gabriela Queiro
Media: Caio Melo, Rachid Antun, Alex Bezerra, Guilherme Salgueiro, Gabriela Monteiro e Carla Tassi
Client Approval: Selman Careaga, Pedro Abondanza, Ana Carolina Santos, Bruno Alonso e Mariana David
Illustrators: Felms, Felipe Paiva and Guma Nutinski
Production Company: Joint
Directors: Felipe Paiva, José Ferraz and Rafael Melo
Executive Director: Regiani Pettinelli
Director of Photography: Lucas René
Production Director: Juliana Salviano
Production Assistant: Thais Castilho
Account – Production Company: Felipe Paiva, José Ferraz, Ilan Wainstein
Models: João Cunha, Willian Pereira
Animator: Lee Peffer
VFX Producer: Thais Bonizzi
Editors: Christian Balzano, Eduardo Barbosa
3-D: Marc Tudisco, YumYum London, Obsedant (Miki Nemcek), Marlos Lima
Art Composing: Christian Balzano, Rogerio Merlino
Motion Designer: Christian Balzano, Eduardo Barbosa
Color Grading: Acauan Pastore
Audio Facility: Evil Twin Music
Sound Effects & Mix: Rafael Vieira
Soundtrack Production: Andre Faria, Murilo Faria and Rafael Vieira, Andre Namur and Jimmy Gressler
Account-Audio Production House: Juliana Tangary and Carolina Couto
Announcer: Rafael Melo
Postproduction house: Joint
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