Sprite Promo, Case study GRAPHITE by WMcCann Brazil

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GRAPHITE

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Industry Soft Drinks
Media Promo & PR, Case study
Market Brazil
Agency WMcCann Brazil
Creative Director Fred Sartorello, Guime Davidson
Art Director Bruno Guimarães
Copywriter Rodrigo Guimaraes
Producer Vandreia Ribeiro
Account Supervisor Gláucia Santana
Released March 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: COCA-COLA
Product/Service: SPRITE
Agency: WMcCANN
Date of First Appearance: Mar 15 2010
Entrant Company: WMcCANN, Sao Paulo, BRAZIL
Chief Creative Officer: Washingto Olivetto (WMcCann)
Creative Director: Fred Sartorello (WMcCann)
Creative Director: Guime Davidson (WMcCann)
Art Director: Bruno Guimarães (WMcCann)
Copywriter: Rodrigo Guimarães (WMcCann)
Production Director: Paula Moraes (WMcCann)
Producer: Vandreia Ribeiro (WMcCann)
Account Director: Bruno Baracho (WMcCann)
Account Supervisor: Gláucia Santana (WMcCann)
Account Manager: Marici Marotti (WMcCann)
Head of Strategic Planning: Aloísio Pinto (WMcCann)
Planning Director: Gustavo Otto (WMcCann)
Planning: Bruno Altieri (WMcCann)
Media placement: Internet - Meio & Mensagem online - 06/08/2010
Media placement: Internet - Clube Online - 06/08/2010
Media placement: Internet - Ad News - 05/08/2010
Insights, Strategy & the Idea
Sprite is the most provocative and innovative brand of Coca-Cola Brazil. A concept that has inspired "refresh their ideas." The purpose of the communication was tactile this concept and make it were part of youth culture. Most young people are who identify with the brand, which are attracted by its originality.
So we could not have just one speech. We needed surprise. In content and form.
The idea was to transform the Sprite can in the media and our main tool. A blank canvas so that consumers could express their art.
Result: thousands of people have created their art. Millions released, voted, commented. And everyone understood the concept of a Sprite through experience. And no communication. Now we have a story to share.
Creative Execution
We started with the intention of causing: hey, release creativity, cool ideas!
Then we thought: why not create a space where young people can create, invent, crack no limits?
Thus was born the idea of making one's own can of Sprite that space. Becoming a strong symbol of freshness and creativity. Tangibilizar was the concept of "cool ideas".
Moreover, this was an own brand media. Spread throughout the country, in all bars, restaurants, supermarkets at minimum cost.
The strategy of the awards also helped to maximize awareness of the campaign. Who would not be proud to have their art printed on a can of Sprite all over Brazil?
Results and Effectiveness
Sprite Can become a real hit among the young people.
There were more than 260 000 arts created.
15 million votes were tabulated.
The return rate of the biggest brands history.
Largest in number per day visit in the history of Coca-Cola Brazil.
Volume of +13% vs. previous year.
+ 27% profit vs previous year.
The success was so great that consumers themselves have created campaigns to publicize their cans. Through videos on youtube, blog posts, twitter and facebook.