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 The film is part of a global campaign under the concept of: "It's hater's season. Stay fresh". #ILOVEYOUHATER. Please tell us about the social behaviour and/or cultural insights that inspired your campaign 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.
BriefExplanation Pool Boy is the story of a brother and a sister who fancy the same guy: their house’s pool boy. They fight over who will get him an ice cold bottle of Coca-Cola first. But when they get there, someone has beaten them to it.
Our 2010 FIFA World Cup™ journey ctually started in 2008 when Coca-Cola decided that Santo was to be the lead creative agency for the brand’s global sponsorship campaign. What followed over the following 12 months were several trips to Africa involving client teams (Global Brand, Design, Creative Excellence, Sports Marketing, South Africa and Africa teams) and Santo. These trips enabled us to see the real Africa, not the Wikipedia Africa. We gained valuable insights into their approach to life, and most importantly for our work, their approach to football.And as you will see, the way African’s express themselves on and off the field is truly unique.These insights became the ingredients for Coca-Cola’s communication strategy and creativity for their FIFA World Cup sponsorship campaign in 2010. The 2 TV spots we are presenting to you, Roger Milla and Quest, are just one aspect of a fully integrated marketing campaign that will reach consumers through in-store displays, packaging, music, experiential and digital programs in more than 150 countries around the world. The commercials, featuring a celebratory theme and connection points to Africa, are an extension of the current Coca-Cola global marketing campaign “Open Happiness.”