SPRITE SHOWER by Ogilvy Rio De Janeiro for Sprite

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SPRITE SHOWER

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Industry Soft Drinks
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Brazil
Agency Ogilvy Rio De Janeiro
Director Gualter Pupo Animações E Finalização
Executive Creative Director Fred Saldanha, Claudio Lima, Tiago Meloni
Creative Director Danilo Janjacomo
Art Director Fernando Sau
Copywriter Luiz Vicente Batatinha Simoes
Producer Renata Dumont
Account Supervisor Fabiana Amorim
Released June 2012

Awards

Cannes Lions 2012
Promo and Activation Lions Best Use of Ambient in a Promotional Campaign Gold
Outdoor Lions Special Build Silver
Promo and Activation Lions Food and Non-Alcholic Drinks Bronze

Credits & Description

Category: Best use or integration of experiential events
Advertiser: COCA-COLA COMPANY
Product/Service: SPRITE
Agency: OGILVY BRASIL
Chief Creative Officer: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Director: Claudio Lima (Ogilvy Brasil)
Executive Creative Director: Fred Saldanha (Ogilvy Brasil)
Creative Director: Danilo Janjacomo (Ogilvy Brasil)
Copywriter: Luiz Vicente 'Batatinha' Simões (Ogilvy Brasil)
Art Director: Fernando Saú (Ogilvy Brasil)
Head Of Production: Nana Bittencourt (Ogilvy Brasil)
Account Director: Ana Paula Perdigão (Ogilvy Brasil)
Account Supervisor: Fabiana Amorim (Ogilvy Brasil)
Advertiser's Supervisor: Gian Martinez (Coca-Cola)
Advertiser's Supervisor: Guido Rosales (Coca-Cola)
Advertiser's Supervisor: Ana Paula Castelo (Coca-Cola)
Production Company: Hungry Man (Hungry Man)
Executive Producer: Alex Mehedff (Hungry Man)
Producer: Renata Dumont (Hungry Man)
Director: Gualter Pupo (Hungry Man)
Director Of Photography: Fernando Young (Hungry Man)
Sound Design/Arrangement: Dimi Kireeff (S de Samba)
Music Composer: Marcio Chavemarin (S de Samba)
Music Production: Fernando Fesztock (S de Samba)
Media placement: With More Then 1,500 Showers Everyday, And A Sampling Strategy Around The Machine, Sprite Shower Lev - Ambient - February 11th - 2012

Campaign Description
In Brazil, most beaches and cities don’t allow advertising billboards on the sand. However, for a soda brand, it’s very important to be near consumers in the moment they crave refreshment the most.

Effectiveness
This summer, Sprite wanted to promote its new campaign line: refresh your ideas. But with tremendous competition for advertising space, we decided to create our own platform to promote this claim. We built something that would not only overshadow the competition, but also let consumers experience what we meant by refreshment. Sprite Shower is a 10-metre tall Sprite dispenser, where any consumer could come in and feel with their whole body, all the refreshment of a sip of Sprite.

Implementation
We created a huge installation in one of Rio de Janeiro’s most crowded beaches where consumers could actually interact and feel the product benefit: total refreshment.

Outcome
With more than 1,500 showers every day, and a sampling strategy around the machine, Sprite Shower leveraged the brand above all others in the field. The stunt was also captured on video and became an internet film for the brand’s official Facebook and YouTube pages. This success has caused most countries in LATAM to have a Sprite Shower in 2013 as part of their marketing strategy.