Sprite takes on its haters in new campaign

17 January 2019

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Sprite’s new campaign transforms messages of hate into love.

Sprite’s new global campaign ‘I Love You Hater’, produced by Argentinian creative agency Santo, believes that hate can be “neutralised” by words of love.

Directed by Anonymous Content’s Karim Huu Do, the spot spotlights a cast of real people rather than hired actors and features The Beatles’ soundtrack “All You Need Is Love”.

These include athletes and artists such as Spanish Olympic swimmer Rocío Velázquez, Swedish surfer Liz Romer and English rapper Tyrus McKenzie.

Spanish LGBT activists David Perez and Marius Caralt, and female soccer team CE Sant Gabriel, were also amongst the figures appearing in the new spot.

The short film depicts each character experiencing hurtful, abusive or trolling comments via social media. In response, each one answers the abuse with the message “I Love You”.

Sprite follows a growing string of brands who have addressed online haters in their campaigns, including Adidas, Under Armour and Vivo.

The campaign will roll out across print, TV, out of home, online and social media.

via GIPHY

CREATIVE AGENCY: Santo Buenos Aires

PRODUCER: Ella Sercovich

EXECUTIVE CREATIVE DIRECTOR: Rafael Santamarina, Juan Ignacio Etchanique

CHIEF CREATIVE OFFICER: Maxi Itzkoff

CREATIVE DIRECTOR: Juan Manuel Quintero Betancur, Javier García

PRODUCTION DIRECTOR: Leandro Sussman

ACCOUNT DIRECTOR: Sabrina Santos

GENERAL ACCOUNT DIRECTOR: Florencia Spinetta

PRODUCTION COMPANY: Anonymous Content

EXECUTIVE PRODUCER: Lori Stonebreaker, Kerry Haynie

DIRECTOR: Karim Ho Doo

DOP: Mattias Rudh

PRODUCER: Malachy McAnenny

STYLIST: Laura Vandall

OFFLINE EDITOR: Leila Sarraf, Alejo Hoijman

POST PRODUCTION COMPANY: MPC

COLOURIST: Ricky Gausis

MUSIC COMPANY: Ballad / Bamba

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