Sprite - "Formula Songs"

J. Walter Thompson Brazil

J. Walter Thompson Brazil São Paulo, Brazil

Awards

5223

Brand: Sprite
Country: Brazil

Advertiser: Coca-Cola Company

Title	Formula Songs
Agency	J. Walter Thompson Brazil
Campaign	Formula Songs
Advertiser	Coca-Cola Company
Brand	Sprite
Date of First Broadcast/Publication	2018
Business Sector	Soft Drinks, Tonics
Philosophy	Sprite launched a new sugar-free formula in Brazil and wanted to advertise it to its target demographic: teens. But the problem was that they were all tense and busy trying to memorize dozens of other formulas they needed to know for the college admission test. Our challenge was to promote this new Sprite formula and release some of this pressure teens feel prior to the test, as suggested by the brand’s concept: RFRSH. The idea was to turn boring formulas the students had to know by heart into catchy songs that also helped promote Sprite’s new formula. To do that, we turned to YouTube and found 6 teachers that used music to help students memorize formulas for college admission tests and invited them to write and perform in the music videos with songs for the 7 formulas that were most frequently required in the last 10 years, according to data from Google.
Media Type	Radio
Length	94 seconds
Account Executive	Marina Masiero
Account Executive	Fabiana Santana
Account Executive	Vivianne Santos
Account Director	Felipe Giacon
Account Manager	Stefano Paduan
Planning Director	Stella Pirani
Strategic Planner	Gisele Bambace
Strategic Planner	Erica Rigobello
Business Director	Andre PB
Business Director	Ana Hernandes
Chief Creative Officer	Ricardo John
Executive Creative Director	HUMBERTO Fernandez
Creative Director	Ana Cavalcanti
Creative Director	Gustavo Lacerda
Copywriter	João Gandara
Art Director	Fernanda Sousa
Art Director	Felipe Porto