Creative Excellence Manager McCann CEE & Nordic Countries at McCann Erickson Romania, Bucharest

Bucharest, Romania

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Sprite - "School of Mental Martial Arts"

McCann Prague

McCann Prague Praha, Repubblica Ceca

Premi

10206

Marca: Sprite
Paese: Repubblica Ceca

Cliente: Coca-Cola Company

Titolo	School of Mental Martial Arts
Agenzia	McCann Prague
Campagna	Sprite School of Mental Martial Arts
Cliente	Coca-Cola Company
Marca	Sprite
Data di Prima Diffusione/Publicazione	2019 / 8
Settore	Soft drinks, acque toniche
Slogan	School of Mental Martial Arts
Trama	Sprite believes in refreshing positivity. So much so that the current campaign it’s called #iloveyouhater, pleading for positivity even against all odds, in front of prejudice, in front of adversity. Like bullying. A still – unfortunately – omnipresent phenomenon youngsters have to face daily. We’ve consulted several anti-bullying charities for guidance and found that there are more mental techniques to lessen the impact of bullying. So, we came up with ‘The Sprite School of Mental Martial Arts’ idea. A series of fun & useful radio spots, that’ll inspire youngsters to better cope with bullying. The character, this special martial art master, who gives the advice is an old, eccentric and slightly strange Japanese man. The dialogue is written to make him come across as kind and caring, but also unpredictable and quirky-funny enough to make the ads engaging.
Filosofia	In a series of radio spots, we introduced a new type of self-defense for kids against bullying – mental martial arts. In each spot our mental martial art master teaches a different technique, inspired by ancient Kung Fu.
Problema	Kids are bullied at schools and online across the globe. Bullying excludes kids from making friends and joining groups, damaging their self-confidence and future growth. Sprite stands for fun and togetherness and therefore must support bullied kids.
Tipo di Media	Radio
Lunghezza	418 seconds
CEE Creative Director	Catalin Dobre
Chief Creative Officer	Razvan Capanescu
Chief Creative Officer	Vince McSweeney
Group Creative Director	Filip Kukla
Copywriter	Aleš Brichta
Copywriter	Tereza Hendry
Copywriter	Joe Ivory
Copywriter	Jamie Buckingham
Account Director	Martin Petrásek
Account Manager	Patrik Rymes
Media Planner	Jan Suda
Agency Producer	Jitka Baldwin
Creative Excellence Manager Europe	Carmen Bistrian
PR & Communications	Alice Reindlová