TitleSchool of Mental Martial Arts
Campaign Sprite School of Mental Martial Arts
Advertiser Coca-Cola Company
Brand Sprite
Date of First Broadcast/Publication
Business Sector Soft Drinks, Tonics
Tagline School of Mental Martial Arts
Story Sprite believes in refreshing positivity. So much so that the current campaign it’s called #iloveyouhater, pleading for positivity even against all odds, in front of prejudice, in front of adversity. Like bullying. A still – unfortunately – omnipresent phenomenon youngsters have to face daily. We’ve consulted several anti-bullying charities for guidance and found that there are more mental techniques to lessen the impact of bullying. So, we came up with ‘The Sprite School of Mental Martial Arts’ idea. A series of fun & useful radio spots, that’ll inspire youngsters to better cope with bullying. The character, this special martial art master, who gives the advice is an old, eccentric and slightly strange Japanese man. The dialogue is written to make him come across as kind and caring, but also unpredictable and quirky-funny enough to make the ads engaging.
Philosophy In a series of radio spots, we introduced a new type of self-defense for kids against bullying – mental martial arts. In each spot our mental martial art master teaches a different technique, inspired by ancient Kung Fu.
Problem Kids are bullied at schools and online across the globe. Bullying excludes kids from making friends and joining groups, damaging their self-confidence and future growth. Sprite stands for fun and togetherness and therefore must support bullied kids.
Media Type Radio
CEE Creative Director
Chief Creative Officer
Chief Creative Officer
Group Creative Director
Account Director
Account Manager
Media Planner
Agency Producer
Creative Excellence Manager Europe
PR & Communications

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