Alice Reindlová
PR Communications Manager at McCann Prague
Praha, República Checa
TítuloSchool of Mental Martial Arts
Campaña Sprite School of Mental Martial Arts
Anunciante Coca-Cola Company
Marca Sprite
Fecha de primera difusión/publicación
Sector Empresarial Bebidas gaseosas
Lema School of Mental Martial Arts
Sinopsis 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.
Filosofía 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.
Medio Radio
CEE Creative Director
Responsable de la creación
Responsable de la creación
Director del grupo de creación
Responsable de conceptos / redactor
Responsable de conceptos / redactor
Responsable de conceptos / redactor
Responsable de conceptos / redactor
Director de cuentas
Responsable de cuentas de agencia
Media Planner
Productor de la agencia
Creative Excellence Manager Europe
PR & Communications

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