Will of the Cat

Entry code: D28003GD19Agency: McCann PragueAdvertiser / client: Coca-Cola
Group: D Audio, D28 Food & Drinks

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