Will of the Cat

Creative idea

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.

Brand name: Sprite
Advertiser / client: Coca-Cola
Product / service: Sprite
Campaign name: Mental Martial Arts
Agency network: MCCANN WORLDGROUP
Agency: McCann Prague
Additional company: McCann Birmingham
Executive creative director: Razvan Capanescu
Creative director: Filip Kukla
Copywriter: Filip Kukla, Ales Brichta, Tereza Hendry, Razvan Capanescu, Joe Ivory, Jamie Buckingham
Account director (agency): Martin Petrásek
Media director: Jan Suda
Agency producer: Jitka Baldwin
Additional company: Account Manager: Patrik Rymes Audio studio: Sype Studios CEE Creative Director: Catalin Dobre Creative Excellence Manager Europe: Carmen Bistrian PR & Communications Manager: Alice Reindlova