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我爱你讨厌
案例简介：写一个关于电影中发生的事情的简短总结 世界各地的仇恨者不断在社交媒体上发表伤人的评论。 青少年是受影响最大的群体。 作为Z世代最接近的品牌，雪碧通过在以下概念下开展全球活动来参与对话: “仇恨季节，保持新鲜”。 这是在电影《我爱你的仇恨》中推出的，其中真正的青少年 (不是演员) 受到负面评论: roc í ovel á zquez (西班牙奥运游泳运动员)，Nico Moldestein (法国钢管舞)，Tyrus McKenzie (英国说唱歌手)，Liz Romer (瑞典职业冲浪者)，david Perez y Marius Caralt (LGBT西班牙社区的活动家) 和女子足球队CE Sant Gabriel。 最后，他们在面对攻击时都保持了新鲜，回馈了爱。 因为爱是消除如此多仇恨的一种方式。 陪审团的文化/背景信息 世界各地的仇恨者不断在社交媒体上发表伤人的评论。 青少年是受影响最大的群体。这些评论有时会导致他们沮丧，甚至悲惨的结局… 作为他们最亲密的品牌之一，我们通过给他们一种新的说话方式和新的工具来参与对话，以便他们可以采取行动抵抗攻击。 雪碧运动 # ILOVEYOUHATER是关于真正的人面临真正的问题。 因此，我们描绘了真正的青少年 (不是演员)，面对来自他们社交网络的真实评论。 这是该品牌有史以来第一次允许自己以青少年的方式说话，没有偏见，没有过滤。
我爱你讨厌
案例简介：Write a short summary of what happens in the film Haters around the world are constantly posting hurtful comments on social media. And teenagers are the most affected group. Sprite, as Gen Z’s closest brand, got involved in the conversation by developing a global campaign under the concept: IT’S HATERS SEASON, STAY FRESH. This was launched with the film “I LOVE YOU HATER”, in which real teenagers (not actors) were exposed to negative comments: Rocío Velázquez (Spanish Olympic swimmer), Nico Moldestein (French pole dancer), Tyrus McKenzie (English rapper), Liz Romer (Swedish professional surfer), David Perez y Marius Caralt (activists of the LGBT Spanish community) and the women’s soccer team, CE Sant Gabriel. In the end, they all stayed fresh when facing the aggression, by giving back love. Since love is a way to neutralize so much hate. Cultural/Context information for the jury Haters around the world are constantly posting hurtful comments on social media. And teenagers are the most affected group. The comments sometimes lead them to depression, or even tragic endings… As one of their closest brands, we got involved in the conversation by giving them a new way of speaking, and new tools, so they could act against the aggression. The Sprite campaign #ILOVEYOUHATER is about real people facing real problems. So, we portrait real teen (not actors), facing real comments from their social networks. This is the first time in history that the brand allows itself to talk the way teenagers do, without prejudice, without filtering it.
I Love you Hater
案例简介：写一个关于电影中发生的事情的简短总结 世界各地的仇恨者不断在社交媒体上发表伤人的评论。 青少年是受影响最大的群体。 作为Z世代最接近的品牌，雪碧通过在以下概念下开展全球活动来参与对话: “仇恨季节，保持新鲜”。 这是在电影《我爱你的仇恨》中推出的，其中真正的青少年 (不是演员) 受到负面评论: roc í ovel á zquez (西班牙奥运游泳运动员)，Nico Moldestein (法国钢管舞)，Tyrus McKenzie (英国说唱歌手)，Liz Romer (瑞典职业冲浪者)，david Perez y Marius Caralt (LGBT西班牙社区的活动家) 和女子足球队CE Sant Gabriel。 最后，他们在面对攻击时都保持了新鲜，回馈了爱。 因为爱是消除如此多仇恨的一种方式。 陪审团的文化/背景信息 世界各地的仇恨者不断在社交媒体上发表伤人的评论。 青少年是受影响最大的群体。这些评论有时会导致他们沮丧，甚至悲惨的结局… 作为他们最亲密的品牌之一，我们通过给他们一种新的说话方式和新的工具来参与对话，以便他们可以采取行动抵抗攻击。 雪碧运动 # ILOVEYOUHATER是关于真正的人面临真正的问题。 因此，我们描绘了真正的青少年 (不是演员)，面对来自他们社交网络的真实评论。 这是该品牌有史以来第一次允许自己以青少年的方式说话，没有偏见，没有过滤。
I Love you Hater
案例简介：Write a short summary of what happens in the film Haters around the world are constantly posting hurtful comments on social media. And teenagers are the most affected group. Sprite, as Gen Z’s closest brand, got involved in the conversation by developing a global campaign under the concept: IT’S HATERS SEASON, STAY FRESH. This was launched with the film “I LOVE YOU HATER”, in which real teenagers (not actors) were exposed to negative comments: Rocío Velázquez (Spanish Olympic swimmer), Nico Moldestein (French pole dancer), Tyrus McKenzie (English rapper), Liz Romer (Swedish professional surfer), David Perez y Marius Caralt (activists of the LGBT Spanish community) and the women’s soccer team, CE Sant Gabriel. In the end, they all stayed fresh when facing the aggression, by giving back love. Since love is a way to neutralize so much hate. Cultural/Context information for the jury Haters around the world are constantly posting hurtful comments on social media. And teenagers are the most affected group. The comments sometimes lead them to depression, or even tragic endings… As one of their closest brands, we got involved in the conversation by giving them a new way of speaking, and new tools, so they could act against the aggression. The Sprite campaign #ILOVEYOUHATER is about real people facing real problems. So, we portrait real teen (not actors), facing real comments from their social networks. This is the first time in history that the brand allows itself to talk the way teenagers do, without prejudice, without filtering it.
我爱你讨厌
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I Love you Hater
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