Wieden + Kennedy Made Adorably Quirky Sprite Ads to Help Commuters Unwind in Rush Hour

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." [kickout id="1"] 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." CREDITS: Client: Coca-Cola Industrias Limitada-Brazil Product: Sprite 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

Ads of the Day

Wieden + Kennedy Made Adorably Quirky Sprite Ads to Help Commuters Unwind in Rush Hour

Digital outdoor spots were made to feel 'like a sip of Sprite'

David Griner

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

David Griner