|Título||School of Mental Martial Arts|
|Campaña||Sprite School of Mental Martial Arts|
|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.|
|CEE Creative Director||Catalin Dobre|
|Responsable de la creación||Razvan Capanescu|
|Responsable de la creación||Vince McSweeney|
|Director del grupo de creación||Filip Kukla|
|Responsable de conceptos / redactor||Aleš Brichta|
|Responsable de conceptos / redactor||Tereza Hendry|
|Responsable de conceptos / redactor||Joe Ivory|
|Responsable de conceptos / redactor||Jamie Buckingham|
|Director de cuentas||Martin Petrásek|
|Responsable de cuentas de agencia||Patrik Rymes|
|Media Planner||Jan Suda|
|Productor de la agencia||Jitka Baldwin|
|Creative Excellence Manager Europe||Carmen Bistrian|
|PR & Communications||Alice Reindlová|
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