Sprite Print TENIS by WMcCann Brazil

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TENIS

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Industry Soft Drinks
Media Print, Magazine & Newspaper
Market Brazil
Agency WMcCann Brazil
Creative Director Carlos Murad
Art Director Bruno Guimarães, Viviane Pepe
Copywriter Renata Raggi
Released April 2011

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: COCA-COLA
Product/Service: SPRITE
Agency: WMcCANN
Chief Creative Officer: Washington Olivetto (WMcCann)
Creative Vice President: Guime Davidson (WMcCann)
Creative Director: Carlos Murad (WMcCann)
Copywritter: Rodrigo Guimarães (WMcCann)
Copywriter: Renata Raggi (WMcCann)
Art Director: Bruno Guimarães (WMcCann)
Art Director: Viviane Pepe (WMcCann)
Account Vice President: Marcio Borges (WMcCann)
Account Manager: Juliana Senna (WMcCann)
Account Assistant: Samantha Farias (WMcCann)
Media placement: Sneaker - Surf Store - 05 April 2011

Describe the objective of the promotion.
From the 'Refresh your ideas' concept we developed the strategy of a collaborative campaign that would inspire young people to use their creativity through our product. Our objective was to get young people, from ages 10-18, closer to our brand by supporting street art and using graffiti as a means of expression.

To involve the consumer and make the concept tangible not only brought the target closer to the brand, but also made each one of them owners of Sprite.

Describe how the promotion developed from concept to implementation.
First, we transformed the Sprite cans into a white canvas and we invited people to create new artwork on the website. 250,000 were created. 4 of them became cans and were sold throughout the country. But what do we do with the remaining artwork?

We made a giant fabric with the pattern of the different artwork. In partnership with Redley, this fabric was used to make unique sneakers, each one different from the other, which were sold in over 200 stores and on the website.

Explain why the method of promotion was most relevant to the product or service.
The sneakers became media, object of desire, pride and especially the proof that Sprite bets on and gives space to the consumer’s desire to create. This way, in the same collaborative manner as the cans, the consumers’ artwork became sneakers and also went to the streets.

Describe the success of the promotion with both client and consumer including some quantifiable results.
• More than 250,000 artworks created
• Over 140,000 participants.
• 15m votes.
• 4.2m unique visitors to the website.
• Thousands of exclusive sneakers, one shoe different from the other, sold all over the country.

That’s how Sprite returned art to the streets, spreading the concept to every corner of the country: Refresh your ideas.